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At the end of June, Olivier Francois, the CEO of Italian car brand Fiat made a bold declaration: “Fiat will no longer produce gray cars.”
It was a brave statement, given the shade’s popularity among drivers in Europe. However, it was made even braver because Francois made the rallying cry sitting inside a Fiat 600 that was being plunged into a tin of luminous orange paint.
The ad, created by Leo Burnett Italia, was a year in the making according to Francesco Martini, the agency’s executive creative director (ECD).
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