July 12, 2013
Shot specifically for ESPN The Magazine’s Body issue, Fiat has engaged body artists for a unique slant on the “clown car” concept.
To promote the new Fiat 500 Abarth Cabrio in ESPN The Magazine’s Body issue, the Italian automaker has created a unique print ad bringing together over a dozen women – artists, circus performers, contortionists, and models – to recreate the new car with their bodies.
Using very little digital editing, the producers and artists involved attempted to bring the human sculpture as close to the real life Abarth Cabrio as possible. After a five day shoot, the result is a success, and the ad is currently on newsstand shelves.
The FIAT Brand to Debut “Body Paint” Print Ad in ESPN The Magazine’s Annual Body Issue
- One-of-a-Kind Print Ad Incorporates More Than a Dozen Artists/Performers/Models to Recreate Image of Fiat 500 Abarth Cabrio
AUBURN HILLS, Mich. – FIAT Brand North America unveils a one-of-a-kind print ad this week when it debuts “Body Paint” in this year’s annual ESPN The Magazine’s Body Issue. The visually stunning print ad features more than a dozen female artists, models and contortionists to recreate the image of a Fiat 500 Abarth Cabrio. The annual edition of ESPN The Magazine’s Body Issue (07/22) will be on newsstands starting Wed., July 10.
“‘Body Paint’ allowed us to take part in a unique collaboration with a multinational sports company that connects the FIAT brand with sports and car enthusiasts across the globe,” said Olivier Francois, Chief Marketing Officer, Chrysler Group LLC, and Fiat Group Automobiles Head of Fiat Brand.
“Our ideal execution is when a client creates an ad that works so well within the context of our environment,” said Eric Johnson, ESPN executive vice president, multimedia sales. “Not only is this a creative win, it thematically ties in perfectly with ESPN The Magazine’s annual Body Issue.”
“We wanted to create a concept for ESPN The Magazine’s Body Issue that was as visually unique as the Fiat 500 Abarth Cabrio,” said Jason Stoicevich, Head of FIAT Brand North America. “The notion of the ‘Body Paint’ print ad conveying athletic grace in a magazine that specifically devotes itself to covering athletes around the world sparked a perfect union for the FIAT Brand.”
Exclusive behind-the-scenes video of the making of the “Body Paint” print ad can be viewed at http://www.youtube.com/watch?v=WKe02Fq-Yzk