Fiat Got Surrealist Animator Cyriak to Make an Ad, and It Sure Is Hypnotic and Bizarre

Celebrating 60 years of the Fiat 500

Headshot of Tim Nudd

Take out your blotter of acid, because it’s time to watch surrealist British animator Cyriak’s take on a Fiat 500 commercial.

The 1:44 spot, which premiered Thursday at the Geneva Motor Show, celebrates the 60th anniversary of the Fiat 500. And it certainly moves through the decades in mesmerizing fashion, using psychedelic animation to show the car’s evolution 1957 up to the Fiat 500-60th Limited Edition of 2017.

“For 60 years the Fiat 500 has had an engaging style and as its gorgeous looks have evolved, that twinkle in the eye has stayed the same. Cryriak’s surreal and irreverent creations perfectly capture what the 500 has been, and always will be,” says Nick Hastings, executive creative director at krow communications, which worked on with Cyriak on the ad.

Fiat itself had this to say: “We wanted to launch a set of activities to celebrate our ‘Forever Young’ icon, and this film was conceived to sum up what makes this icon a never-ending myth, always reinventing itself, but also staying true to itself. Moving through the decades and crossing countries, the original Cinquino has evolved while always being capable of setting trends, gathering people, celebrating art and pop art, expressing joy and happiness.”

Just don’t watch this and drive.

Client: Fiat
Agency: krow communications
ECD/Creative Director: Nick Hastings
Creative Team: Georg Thesmann, Al Welsh and James Sinclair
Senior Account Director: Emma Christmas
Senior Account Manager: David Woolfe
Agency Producer: Sushi Tester
Editors: Cyriak and David Shepherd
Director: Cyriak
Production Company: kworks

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@nudd Tim Nudd is a former creative editor of Adweek.