The FIAT brand is using image of immigrants to help depictits arrival to the U.S. market with a new commercial that features vehicles joyously cliff-diving and leaping into the sea as they make their way from Italy to the U.S.
“’Immigrants, ’  which was created in partnership with The Richards Group of Dallas, tells the story ’FIAT’s resurgence in America in a manner that is smart, unexpected and stylish while introducing viewers to our product portfolio,” said Olivier Francois, President and Chief Executive Officer - Fiat Brand Worldwide.
 “We are proud and thankful to be back in this country and we wanted to capture the viewer’s attention in a way that is impactful, visually-appealing and entertaining, while reinforcing our distinctive Italian origin.”
The commercial was filmed in Italy and New York. The scenes in Italy were shot in Amalfi and Sorrento and features colorful landscapes and key landmarks to give consumers a flavor of the brand’s Italian heritage. As the vehicles arrive to the U.S. the commercial shifts to highlight quintessential areas in New York such as the Brooklyn and Manhattan bridges, Madison Square Park and surrounding neighborhoods.
“Immigrants” is set to a popular Italian song, ‘Torna a Surriento,’(Come Back to Sorrento) sung by international artist, Arianna and composed by Flavio Ibba. As the vehicles make their way to the shores of New York, the music is remixed from the classic Italian tune to a contemporary sound featuring global superstar, Pitbull, capturing the passion and energy of America. By Joseph Szczesny