Fiat Professional started launching its latest advertising campaign, but the highlight seems to have been its new ambassador. nothing more or less than Chuck Norris , the actor, producer, martial arts specialist and invincible hero, master of the round kick.
The campaign will cover a range of media, from TV, digital media, radio and billboards. Six films will be produced, highlighting the various Fiat Professional models: Ducato, Talento, Fullback, Dobló and Fiorino.
Why to choose Chuck Norris is perfectly clear. Who else has an aura of invincibility and indestructibility than he? Its heroic exploits on the small and large screen turn out to be an ironic embodiment of the values of the Fiat Professional brand – determination, robustness, reliability and dynamism.
Be Chuck or Be Pro
We will be able to see Chuck Norris in a series of exaggerated action scenes in work settings, in the role of a hero where nothing is impossible. The message behind these films is that even though we don't have the incredible qualities of Chuck Norris, we can count on the qualities of Fiat Professional models to handle any task at hand.
The campaign concept is “Be Chuck or be Pro”. In other words, if you're not Chuck Norris you have to be a Fiat Professional, the only two possible options to be a true professional in your work.
The new campaign was produced by Filmmaster Productions and created by Leo Burnett agency, and was directed by Markus Walter. Without further ado, keep the video: