Italian automotive brand Fiat is unveiling its new Grande Panda model with a “bold global campaign” featuring a specially-made track by Jamaican musician Shaggy.
Crafted by creative agency M+C Saatchi Group Europe, the 50-second spot sees Shaggy perform a Panda-themed rendition of his 1995 hit ‘Boombastic’; rather aptly re-named as ‘Pandastic’.
Designed to “unleash and amplify” the “cultural power” of the Fiat Panda, first introduced in 1980, the colourful aims to take a “surreal and imaginative” storytelling approach.
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A Fiat spokesperson said: “Grande Panda turns urban mobility into something truly Pandastic, reflecting a lifestyle full of fun, creativity, and personality and celebrating a new chapter, driven by Italian design and inspired by pop culture.
“All of this comes together in the new commercial, a visual and musical crescendo with a joyful rhythm and a colourful setting, showing the family mover’s special features, such as its roominess, smoothness and outstanding aesthetics. The last element making the new global model ‘Pandastic’ is the retractable spiral cable, an ingenious feature that makes recharging easier and cleaner than ever.”
The Turin-based firm’s new work will run across TV, out-of-home, print, digital, and social media, supported by TikTok special content and activations across a range of key European markets, ahead of a wider global roll-out.
