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03.06.13

Fiat 500L - The Motherhood Rap

TV/Radio Commercials, Consumer

Fiat was keen to create some pre-launch awareness and online buzz about the new Fiat 500L. Targeted at young, cool "mums," this car took Fiat into unfamiliar territory. With limited media spend and brand awareness among this audience, the creative had to cause a stir if it was going to get any traction.

Knowing that mums are heavy social users, Krow Communications recommended a shareable online video to maximize spread amongst the car’s core audience.

The film is an edgy and humorous interpretation of everyday family life. It follows a stylish young mum around her home while she raps about the reality of her life after the arrival of children. It is a no-holds-barred portrayal of the challenges women face as they grapple with their new role as a mother. The results: More than 3 million views in 209 countries and delivered £1.5m of PR coverage.

Krow, ad agency and art direction; Nick Hastings, creative director; Krow/Rubber Republic, copy writing; Kate Bailey, producer; Rubber Republic, production company; Matt Golding, director; Rory Ahern, executive producer; Tiernan Hanby, producer; Ben Todd, photography director: Rubber Republic/The Look, post production; Laurence Bowden/Matt Golding, editors; Casey Parsons/Tom Paterson, audio; Fiat, client

krowcommunications.comfiat.co.uk