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.