The media drive that has just ended brought a special buzz to the city of Turin for a whole week, offering the opportunity to get to know the New Fiat 500X in an exciting on-road test drive. The heart of the event was one of Italy’s most iconic locations, symbol of Turin: the National Museum of Cinema, housed in the Mole Antonelliana, which has soared above the Piedmont capital for more than a century.
Starting on Sunday 2 September, every evening from dusk the building’s dome was lit up with the “Fiat” and “New 500X” logos. A tribute which led many Turin residents to snap the landmark from the city centre streets, and a tangible sign of the deep bond that has united Turin, the Fiat brand and the finest film tradition since the early 20th Century. Various Fiat cars have been “cast” by famous directors over the years with an amazing continuity, proving the status of Fiat automobiles as a genuine national heritage, reaching far beyond the boundaries of the automotive world itself.
In 1957, for example, Fellini chose the 1100 B and the 600 Trasformabile for “Nights of Cabiria”, and almost fifty years later the 500X itself took part in Ben Stiller’s blockbuster “Zoolander 2″. And who could forget the many places in the city of Turin used as the sets of fantastic films? For example, piazza Castello featured in “Hannah and her Sisters” by Woody Allen, while piazza CLN provided the backdrop for Dario Argento’s nightmarish scenes. The more than 1,500 films, including documentaries and advertising videos, produced by Fiat from 1911 to the present are also of great artistic value.
The most recent chapter in Fiat’s partnership with the world of film is the delightful short movie inspired by cult film “Back to the Future”*, with a guest appearance by actor Christopher Lloyd. It illustrates, in perfect 500 style, all the innovations of the New 500X. It has clocked up more than 36 million views in just a few days: a tangible sign of the expectation and interest aroused by the New 500X. Film is an accessible dream, suspended between past and future, and a perfect interpretation of the various ages. These concepts not only describe the seventh art form very effectively, but also encapsulate the spirit that has inspired the Fiat 500 from its own birth to the birth of its family, now more complete than ever before.