FIAT Spider
Reintroducing a European classic to the U.S. market
Year: 2016
Capabilities: 456 Studios. Media. Social.


FIAT 124 Spider was non-existent in the current American convertible market, which was dominated by Mustangs, Sebrings and out-of-reach imports.


Americans aspire to the Italian lifestyle—relaxed, laid-back, carefree.


Drive with the freedom of an Italian.


We hit the open road with the first commercial filmed by an Eagle to demonstrate the freedom of the FIAT 124 Spider. We then launched a 360 digital and social experience allowing everyone a taste of Italian flavor.

The Italian attitude continued in our print ads where we leaned into our cheeky personality and proved you don’t have to travel across the country for a taste of la dolce vita.

Drop in Competitors' Sales
In the Compact Roadster Segment
Views for :60 Spot
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