In a captivating collaboration, legendary director Spike Lee and Emmy-nominated actor Giancarlo Esposito take viewers on a journey through urban charm and Italian allure in the latest campaign for the all-new Fiat 500e.
Directed by Lee himself and filmed by the acclaimed Matthew Libatique, this campaign marks the iconic duo’s first-ever national advertising endeavor together.
Titled “Italy in America,” the campaign unfolds with a 60-second online spot that sets the stage for an exploration of cultural discovery and sustainable mobility. With Esposito guiding Lee to embrace his “inner Italian” heritage, the campaign captures the essence of Italian lifestyle amidst the bustling streets of urban America.
Created by Los Angeles-based Rosewood Creative, the unscripted nature of the campaign allows Lee and Esposito’s chemistry to shine through, offering viewers an authentic glimpse into their enduring friendship and shared appreciation for Italian culture.
From Esposito’s heritage lessons to the Fiat 500e’s immersive audio experience, each creative element unfolds with humor, authenticity, and cultural appreciation. Watch below:
Esposito gets lost in the immersive JBL Virtual Venues audio technology. Featuring four venues hand-selected by Maestro Andrea Bocelli, the Virtual Venues feature in the JBL premium sound system offers listeners a virtual-reality audio experience that changes the acoustic characteristics of the car depending on the chosen location, transporting listeners to unique listening environments. Big things come in small packages and the all-new Fiat 500e does not disappoint with decibels of clarity.
It’s not just electric … it’s “elettrica.” It’s not just the pronunciation Esposito explains to Lee, it’s “Italian electric,” meaning it is stylish, small, lightweight, efficient and environmentally ethical
Esposito shows how the American mantra of “bigger is better” isn’t always a benefit when parking in the city.
While enjoying gelato together, Esposito playfully tells Lee not to dirty up the eco-leather seats of his Fiat 500e
REELated:
As the first battery-electric vehicle (BEV) in North America from Stellantis, the all-new Fiat 500e embodies the brand’s commitment to blending iconic design with sustainable mobility solutions. Manufactured at the historic Mirafiori factory in Turin, Italy, the Fiat 500e offers an estimated range of 149 miles and a lightweight, stylish design that sets it apart in the electric vehicle landscape.
With more than a dozen creative elements set to run across FIAT brand’s social media channels, the “Italy in America” campaign promises to extend its impact throughout spring, summer, and into fall.
As Spike Lee and Giancarlo Esposito lead the charge in showcasing the Fiat 500e’s unique attributes, viewers are invited to join them on a journey that celebrates the fusion of Italian flair and eco-friendly performance on North America’s roads.
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