This year’s D Show, held on November 28th in Detroit, named the Fiat 500 Abarth ‘Seduction’ spot the “Best TV Commercial.”
The Fiat 500 Abarth ‘Seduction’ spot presents the unique characteristics of the model and presents the experience of a customer when he encounters for the first time the sensual but race-ready vehicle. The message ending the spot is both sexy and edgy: “The Fiat 500 Abarth. You’ll never forget the first time you see one.”
The D Show, which takes place each year and it’s hosted by the Adcraft Club of Detroit, is aimed at judging and awarding creativity in Detroit. Advertising agencies submit the entries which are reviewed by out-of-state judges from the advertising industry.
“It is great to see a video that was created on a shoestring budget and not intended to be shown on television, receive prestigious accolades like the D Show ‘Best TV Commercial’ honor,” said Olivier Francois, Head of FIAT Brand Worldwide and Chrysler Group LLC and Fiat Group Automobiles Chief Marketing Officer.
As the video quickly became viral on the Internet, Fiat’s dealers wanted to see the commercial on the TV too. And this is how “an auto show video became a Super Bowl commercial hit.” The commercial was first seen in 2011 at the Los Angeles Auto Show and then on Fiat’s YouTube site. In a short while it exceeded 1 million views and gained global attention.