The Fiat Fastback continues to make waves in Brazil. Already a best-seller since its launch, the SUV coupé has just received a recent aesthetic update, including a new grille reminiscent of... Maserati. But beyond the design, it's an original communication campaign that's attracting attention today: Fiat has decided to immerse its Fastback in the world of superheroes.
Called "Reveal your best version", the campaign, devised with agency Leo, features a fictional hero, worthy of the comic-book classics, who keeps his identity a secret... until he gets behind the wheel of the Fastback.
To support this idea, Fiat has not hesitated to borrow the codes of blockbuster cinema. The teaser was shown in several cinemas in São Paulo, Porto Alegre and Brasília, with blockbuster aesthetics and the use of artificial intelligence to create spectacular scenes: everything was designed to appeal to both car enthusiasts and geek culture fans.
"The Fiat Fastback was born with a striking design and performance. We wanted to show the impact it has on those who drive it, through the metaphor of the hero", explains Alessandra Souza, Vice President Marketing & Communication for Fiat in South America. For its part, the Leo agency stresses that it wanted to create "a hero who reveals his identity by choice", a way of translating the effect this model has on its drivers.
The campaign is not limited to cinema. It's being rolled out across all platforms: TV, billboards, social networks, and even collaborations with local influencers.
While this Brazilian version of the Fastback will have almost nothing in common with the model expected in Europe next year, the marketing approach proves that Fiat continues to believe in the potential of its Brazilian model. What if superheroes really did drive Fastbacks?
English 
French 
Italian 
Spanish 
Portuguese 
German 
Japanese 
Turkish 
Dutch