Superstar

The Fiat Original Parts Campaign Focuses on the Right Mechanics

By: Meghan Young - Published: Apr 6, 2012 • References: leoburnett.br and ibelieveinadv
The images in the Fiat Original Parts campaign may seem unrelated to automobiles, but upon closer inspection it becomes apparent that they each hold a commonality with the car manufacturing process. When paired with the tag line, "Just one non-original part changes the whole story," the ad campaign illustrates how security can be lost. In this case, they liken car safety with job security.

The Fiat Original Parts campaign was conceived and executed by Leo Burnett Tailor Made, an ad agency based in Sao Paulo, Brazil. Photographed by Rodrigo Ribeiro with creative direction by Marcelo Reis and Guilherme Jahara, the ads feature various clothing items for different professions such as nurses and clowns. An odd object stands out, however, which compromises each employee.