LONDON Fiat Auto's TV advertisement for the special edition Brava Trofeo marks the first time that advertising agency D'Arcy London has specifically designed a commercial to be shown across Europe.
The A32 million campaign focuses on the fact that the Brava Trofeo is a five-door family car and highlights special features worth A2,220 that come as standard.
The Brava Trofeo, based on current 80SX and 100SX versions, offers a six-disc CD autochanger, antilock brakes, passenger and side airbags, new interior trim, leather steering wheel and gear lever, front foglights, rear spoiler and electric door mirrors.
The advertisement uses a 'boy left behind' theme and recalls the Home Alone series of movies.
Daniel Taylor, account director at D'Arcy, said: 'Advertising in the mid-sized hatchback sector is more usually associated with supermodels and glamor'- a veiled reference to the notorious Citroen Xsara advertisements that featured a scantily-clad Claudia Schiffer.
'The Brava Trofeo campaign reflects real life and what really goes on in cars,' Taylor said.
In the advertisement, a family including a pet tortoise is seen leaving home for a holiday in a typically disorganized fashion.
As the Brava is driven along, some of the vehicle's standard features are highlighted.
The mother is seen handing out cartons of orange juice when she finds out she has one carton too many.
The car then turns back to pick up the forgotten child, who is sitting alone on the family's driveway.
The advertisement ends with the tagline: 'The only thing we didn't include was the family.'
The campaign broke on March 20 in the UK, backed by a A9.5 million spend. Other key markets in which it will appear include Germany, Italy, France and Spain. About A8 million will be spent in each of the other European countries.