The electrically powered Fiat 500e and Hollywood star Leonardo DiCaprio are the main actors in a new Fiat commercial. The short film, "The Driver", is set at Universal Studios in Los Angeles. DiCaprio, who is strongly committed to environmental protection, convinces his chauffeur of the qualities of the Italian electric car.
The spot was created under the direction of Dane Martin Werner, a multi-award-winning star in the advertising industry. He rediscovered an almost forgotten film score from the 1960s as music: the original vocal version of "La Dolce Vita." Katyna Ranieri sings the lyrics of Dino Verde in Federico Fellini's Oscar-winning 1960 masterpiece "La Dolce Vita."
The term "dolce strada" is repeated several times in the commercial, which can be translated as "sweet road" and is an allusion to the film title "La Dolce Vita" ("the sweet life" or "the good life"). The tune was rediscovered in the catalog of CAM Sugar, an Italian record label specializing in works from the history of cinema. Among them are many titles by the film composer Nino Rota. His melody is used in the Fiat 500e as an electronically generated driving noise (AVAS).
"We are proud to have rediscovered this musical gem recorded for Federico Fellini's film 'La Dolce Vita' in the sixties. This song is a true symbol of Italian art worldwide," commented Olivier François, Fiat CEO and Stellantis Global CMO. "It is a melody of great historical and cultural value. Now she's back to enchanting fans of 'Made in Italy' and our iconic 100% electric Fiat 500e. Fiat's most valuable jewel will contribute to a brighter future. This ambitious project also convinced Leonardo DiCaprio. He has long been an activist in the fight against climate change and protecting biodiversity. The extraordinary soundtrack, the acting skills of Oscar winner Leonardo DiCaprio and the specific direction of Martin Werner perfectly match the innovation and style of the most advanced version of our iconic model. The Fiat 500e fully embodies the world-famous Italian 'Dolce Vita.'"
Filippo Sugar, Chairman & CEO of Sugar Group, added: "We are thrilled and delighted to work with Fiat again. Together we chose a song that perfectly embodies the Italian dream and flair for the new Fiat 500e commercial. This original song is a surprisingly timeless and excellent version. The jewel we unearthed in the CAM Sugar archive brings together the music of Nino Rota and the voice of Katyna Ranieri. Our archive is the wealthiest and most representative catalog of Italian film music, with over 2,000 soundtracks. This collection results from our artisanal work dedicated to appreciating Italian culture. It is in line with Fiat's aim to
On the spot, Leonardo DiCaprio has just finished filming and hands over the keys to his Fiat 500e to his studio-provided driver. The 100 percent electric city car has style and offers modern connectivity - but is it also the right car for a professional at the wheel? DiCaprio initially argues factually about the ecological qualities of the Fiat 500e. However, he soon realizes that he has to convince his chauffeur otherwise. In the end, he manages to convince the skeptical driver. He soon falls in love with the FIAT icon without realizing it himself.
The spot "The Driver" was developed by the advertising agency Leo Burnett and directed by Martin Werner for the studio Movie Magic. Werner, an award-winning director, known for his work with George Clooney, Benicio Del Toro, and Christopher Walken, has a fantastic sense of comedic timing and an intelligent sense of humor that is never overdone. This is also evident in the new commercial's funny but straightforward story, which clearly shows some of Werner's stylistic traits. This ranges from natural lighting to the camerawork that looks like something out of a Hollywood movie. Werner also integrated the Fiat 500e into the short film's story as a fully-fledged and fascinating actor.
The song "La Dolce Vita" in the original version by Nino Rota and Katyna Ranieri was released as a single by CAM Sugar for the occasion and is now available on all streaming platforms.