No “little blue pill” is needed when you have a 2017 Fiat 124 Spider.
That’s the basis of one of two new digital ads for the all-new roadster from Fiat Chrysler Automobiles NV. The 70-second video plays off of the brand’s well-received 2015 Super Bowl ad featuring the story of a frisky Italian man.
“‘No Blue Pill Needed’ leverages the strength of the original award-wining 'Blue Pill,' which has over 30 million views on YouTube,” said Fiat Chrysler Chief Marketing Officer Olivier Francois in a statement. “Allowing our followers to act as a sound board for our campaigns has proven successful for the brand in the past.”
The difference between the ads is instead of the cheetah-robed man accidentally throwing the pill out of the window to his dismay, he hops into a 124 Spider to get in the mood.
The “No Blue Pill Needed” will air alongside an 80-second spot called “Free Like a Bird” on the brand’s YouTube, Twitter and Facebook channels, with additional content across its digital and social channels, including Instagram.
“Free Like a Bird” is particularly unique because it was partially shot from the viewpoint of three eagles following the vehicle. It features a new original song from musician Wyclef Jean.
The spot begins with a bird's-eye view of a couple traveling through the Italian mountains in an all-new Fiat 124 Spider. As a classic 1967 Spider passes by the new model, it’s revealed the bird's-eye footage is being filmed by an eagle.
The ad was shot in conjunction with FREEDOM, a conservation movement that supports and protects threatened birds of prey, to help create the first commercial co-directed by eagles. Three white-tailed eagles — Roi, Victor and Fletcher — participated in the two-day production. A tiny Sony Action Cam camera, weighing less than 2.8 ounces, was placed onto each eagle.
“Our creative mindset is to always innovate,” Francois said. “‘Free Like a Bird’ is the first commercial ever filmed by an eagle and this distinctive approach demanded music that was equally compelling to serve as the backdrop for the image, and Wyclef Jean enthusiastically jumped at the opportunity, creating a track that is likely to be another chart topper.”
Fiat, Francois said, “will see the fans' reactions” to both ads to make a decision as to whether to use them for its official television campaign, which will begin closer to the car arriving in dealerships this summer, starting at $27,495.
Gauging online interest is a tactic Francois has previously used for other commercials for the Fiat brand.