Fiat capitalises on Italian World Cup victory

Fiat has taken out press ads in four national newspapers using Italy’s World Cup Final victory over France to promote its Grande Punto model.

The ad, created by Krow, features the strapline “That’s seen off the French” and adds “Football? Cars? We’re always happy to take on the French.” It appeared in The Sun, The Times, the Daily Mail and the Daily Telegraph on Monday.

The agency’s creative director Nick Hastings says: “It was too good an opportunity to miss. We thought the ad would be received in the way in which it was intended – as a bit of light-hearted banter between countries.”

Starcom handles media planning and buying for the campaign and Hastings adds: “There are a surprising number of people who don’t immediately know that Fiat is Italian so it was quite a nice way to remind them.”

Fiat appointed Krow – formed last year by Hastings, Barry Cook, Malcolm White and John Quarrey – to handle its &£3.5m advertising business earlier this year (MW March 23).

The business was previously held by Leo Burnett, which is still Fiat’s European agency of record.

Italy beat France in the World Cup Final on Sunday.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here