Ad of the Day | 777 Debuts "Ovation" Campaign for the Fiat 500e Giorgio Armani Collector's Edition

Oct. 25, 2024

777, the agency founded by Armando Testa and Herezie, won the pitch to assign the advertising campaign for the new Fiat 500e Giorgio Armani Collector’s Edition. 777 created the campaign (TV, print, digital, Social) for the launch of this new special series which can be ordered from today in Europe and will soon also be available in the Middle East, Africa and North America.

A young man leaves the lobby of the Armani Hotel in Milan and heads towards his 500e Giorgio Armani Collector’s Edition, parked just outside the entrance.

After collecting the car keys from the reception desk, the man drives off through the city centre streets. The track “Città Vuota”, the sound track of the film, emphasises the atmosphere the man encounters: a completely empty city.

Where has everyone got to? The car continues on its way until it reaches via Montenapoleone. The scene is really totally unexpected. The street has been transformed into an incredible open air runway. The audience is there and when the car parades through the crowd, it is greeted with an elegant and emotional ovation all round. As the entire city celebrates this snew branded model, the claim appears “Don’t drive it. Wear it.”