A Fiat 500c Abarth with More Real Muscle than Any Other

A Fiat 500c Abarth with More Real Muscle than Any Other

Take a close look at this Fiat 500C Abarth. There’s no car in the picture, no matter how much it looks like Fiat’s pocket powerhouse.

To illustrate the theme ‘Pure Muscle’ for an advertisement in the annual edition of ESPN The Magazine’s Body Issue this visually stunning print advertisement features more than a dozen female artists, models and contortionists combining body paint and careful positioning to recreate the image of a Fiat 500 Abarth Cabrio

“‘Body Paint’ allowed us to take part in a unique collaboration with a multinational sports company that connects the FIAT brand with sports and car enthusiasts across the globe,” said Olivier Francois, Chief Marketing Officer, Chrysler Group LLC, and Fiat Group Automobiles Head of Fiat Brand

“Our ideal execution is when a client creates an ad that works so well within the context of our environment,” said Eric Johnson, ESPN executive vice president, multimedia sales. “Not only is this a creative win, it thematically ties in perfectly with ESPN The Magazine’s annual Body Issue.

"We wanted to create a concept for ESPN The Magazine's Body Issue that was as visually unique as the Fiat 500 Abarth Cabrio," said Jason Stoicevich, Head of FIAT Brand North America. "The notion of the 'Body Paint' print ad conveying athletic grace in a magazine that specifically devotes itself to covering athletes around the world sparked a perfect union for the FIAT Brand."

ENDS

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