Fiat Impatto is not the name of a single company. Fiat is the leading automobile manufacturer from Italy whereas Impatto is a high quality marketing agency headquartered in Michigan. The two companies came together in a relationship in 2011 when Fiat was making a re-entry into the North American markets after a gap of quarter century. Fiat wanted to create a buzz around its popular car Fiat 500 and it left upon Impatto the responsibility for doing it.
The ad helped in creating a positive image of Fiat 500
Fiat faced numerous problems in its earlier stint in America with many owners complaining about its exteriors developing rust. To help give Fiat a brand new and positive image, Impatto designed the TV commercial, describing Fiat 500 as a car of the future. However, taking advantage of its cute retro looks that made it resemble Mini, Impatto thought of a brilliant way to make 500 alluring for the Americans. Fiat 500 was first produced in 1957. The ad showed Elvis Presley signing his popular 1957 song Jailbreak House and then told the audience that this car was a revolutionary product just like him. It was in a way suggesting the audience that Fiat 500 was a revolutionary product that comes along only once in a while just like the legendary rock and roll king Elvis Presley. This Fiat Impatto ad idea clicked and it appealed to the hearts and minds of the people, especially the American youth.
Fiat Impatto relationship started to flourish after this commercial. Impatto made several more TV and print media ads for Fiat that helped the automobile company to sell its cars in America in very large numbers. In fact, a large part of the success of Fiat in North America can be attributed to the beautiful ads made by Impatto.