Fiat's all shook up in latest campaign

Fiat sees it's Strada as an icon among pick-up trucks so, they reasoned, what bigger popular icon to star in their new campaign than the swivel-hipped King of Rock 'n' Roll,  Elvis Presley? 

With the concept of 'New Fiat Strada. The legend has outdone itself', Fiat, and agency Leo Burnett Tailor Made Sao Paulo, developed this two minute film which was directed by Felipe Mansur through Alice Filmes in Brazil.

The film, shot in February before the Covid-19 pandemic hit Brazil, the production involved more than 600 people, three locations, and six shooting dates. In order to faithfully reproduce Elvis’ mannerisms, appearance, and features, the production relied on technology as well as the participation of one of the rock icon’s best doubles, Dean Z, who won a global competition promoted by the Presley family in 2013. The team then replaced Dean Z’s face with a fully CGI likeness based on real scenes from Elvis shows and films from 1968. “Creating the perfect environment to host all of the project’s creativity and special post production requirements in order to ensure the best possible Elvis on the screen, in the most seamless and natural way, was one of our great challenges,” said Wal Tamagno, Partner and Executive Producer at Alice Filmes.

“It’s an honour to contribute to the campaign for Fiat’s main product launch this year, a campaign that’s on a par with the history of this inspiring brand," said Pedro Prado, Leo Burnett Tailor Made Creative VP. "It is a glimmer of hope, in these trying times, that creativity, production excellence, and these two legends – the Fiat Strada and Elvis – will never die.”