IDEA: Fiat 500s have a stereotype, resulting in most of their drivers being female. The car is seen as ‘feminine’ and ‘uncool’ by a lot of hyper-masculine men. This campaign is designed to show these people that the 500s are nothing to be ashamed of. This brief was set by the agency VML.
Instagram: Playing with positive 'feminine' trending language to further desensitise hyper-masculine men to the stereotype.
PR stunt: Getting celebrities that hyper-masculine men admire to drive about in Fiat 500s to show it's no big deal.
