- The new spot with long-time environmental activist and Oscar-winner Leonardo DiCaprio and the New 500 is now being broadcast. The video can be seen at this link
- Its soundtrack includes the rediscovered unreleased original song recorded for Federico Fellini’s “La Dolce Vita” found in the CAM Sugar archive.
FIAT presents “The Driver”, the new spot of the New 500 from the award-winning director Martin Werner. An Hollywoodesque spot that brings back to life a rediscovered piece from the 1960s: the song “La Dolce Vita (Original Vocal Version)” from Federico Fellini’s Oscar-winning masterpiece.
The images of the spot are accompanied by the song written by the lyricist Dino Verde – on the centenary of his birth – and interpreted by the singer and actress Katyna Ranieri. Multiple times during the song the expression “dolce strada” (sweet road) gets repeated, which leads the viewer to make the connection with Federico Fellini’s “La Dolce Vita”. The melody was rediscovered by FIAT in the catalog of CAM Sugar, an Italian record label, which holds past works from the history of cinema, including the maestro Nino Rota’s music from Amarcord which was used as the AVAS in the New 500.
“We are proud to have rediscovered this musical gem which was recorded in the Sixties for Federico Fellini’s ‘La Dolce Vita’—a genuine symbol of Italian art throughout the world,” stated Olivier Francois, FIAT CEO and Stellantis Global CMO. “It is a melody with immense historical and cultural value, and today it is back to enchant the fans of Made in Italy and our 100%-electric and solely electric icon. Surely, FIAT’s most precious jewel will contribute to a better future. This ambitious project was immediately embraced by Leonardo DiCaprio, the activist who has always been involved in the fight against climate change and in the defense of biodiversity. In short, the exceptional soundtrack, the magnificent performance by the Oscar-winning actor Leonardo DiCaprio, and the flawless direction by Martin Werner highlight the innovation and beauty of the most “committed” version of the FIAT icon, one which fully respects the world-famous Italian Dolce Vita.”
“We are thrilled and delighted to be renewing our collaboration with FIAT, who have chosen a song that epitomizes the Italian dream and flair for the commercial of the New 500” – declared Filippo Sugar, Chairman & CEO of Sugar Group. A surprisingly timeless and wonderful version that brings together the music of Nino Rota and the voice of Katyna Ranieri. A gem that we unearthed from the CAM Sugar archive which, with over 2,000 soundtracks, is the richest and most representative Italian catalogue of music for cinema. This is the outcome of our craftship work devoted to the enhancement of Italian culture, in line with FIAT’s goal of looking to the future to establish mobility in harmony with environmental sustainability.”
The spot takes place in Los Angeles at Universal Studios. Leonardo DiCaprio has just finished shooting and hands his driver the keys to his New 500. It is a beautiful, connected, and innovative 100%-electric city car which, however, is not the ideal vehicle for the professional driver. The actor initially tries to explain the reasons for his choice, which are mainly ecological in nature. However, he soon realizes that he has to convince him differently. In the end, he is able to win over the skeptical driver, who soon falls in love with the FIAT icon almost without realizing it.
Created by the advertising agency Leo Burnett, the new “The Driver” spot was directed by Martin Werner for the studio Movie Magic. Award-winning and famous for having worked with talents like George Clooney, Benicio Del Toro and Christopher Walken, Werner has an extraordinary instinct for comic timing and a refined sense of humor which never goes over-the-top. This can also be seen in the “The Driver” spot’s simple yet funny story where a few of his stylistic features can be easily seen: from the use of natural lighting to the cinematic cinematography. Moreover, the director decided to treat the New 500 as an authentic and fascinating “actor” in the story.
The song "La dolce vita (Original Vocal Version)" by Nino Rota and Katyna Ranieri has been released as a single by CAM Sugar for the occasion and is available now on all streaming platforms.
Turin, April 20, 2022