Driving the 2017 Fiat 124 proves is as exhilarating as taking a Viagra in this commercial.
Fiat’s amorous Italian couple from 2015’s Super Bowl ad (embedded below) have returned in a clever commercial titled No Blue Pill Needed for the upcoming 124 Spider. Where the old man needed help from Viagra in the previous spot, this time a ride around the Italian countryside in the new convertible was enough to make him virile again. It perfectly presents the droptop’s exciting message and shows the model off in a beautiful setting.
The new commercial is Fiat’s second ad for the 124 Spider in the U.S. The company released Free Like a Bird a few weeks ago where it used impressive visuals to show the appeal of driving a convertible. You can check it out with some behind-the-scenes clips here.
The 2017 124 Spider goes on sale in the U.S. this summer starting at $24,995 (plus $995 destination). The droptop borrows its platform from the latest generation of the much-lauded Mazda MX-5 Miata. However, the Fiat uses a 1.4-liter turbocharged four-cylinder for power, rather than the Miata’s naturally aspirated 2.0-liter. In most trims, the 124’s engine makes 160 horsepower and 184 pound-feet of torque, and Elaborazione Abarth version pushes output to 165 hp from the same powerplant. Customers can order either a six-speed manual or optional six-speed automatic to drive the rear wheels.
All-new 2017 Fiat 124 Spider Takes Off with Two New Online Videos
- FIAT brand reaches new heights with “Free Like a Bird” video filmed by a white-tailed eagle
- Video includes music “Free Like A Bird” feat. Wyclef Jean
- “No Blue Pill Needed,” celebrating the return of the Fiat 124 Spider, is follow-up to FIAT brand’s award-winning “Blue Pill” video
- Two videos to run online across FIAT brand’s digital and social channels, including FIATUSA.com, YouTube, Facebook, Twitter and Instagram
- The FIAT brand worked closely with FREEDOM, a conservation movement that supports and protects threatened birds of prey
- 2017 Fiat 124 Spider returns nearly 50 years after original introduction; revival of roadster continues expansion of FIAT brand in North America
- Fiat 124 Spider Lineup includes: Classica, $24,995; Lusso, $27,495; and Abarth, $28,195 (MSRP)
“Our creative mindset is to always innovate. ‘Free Like a Bird’ is the first commercial ever filmed by an eagle and this distinctive approach demanded music that was equally compelling to serve as the backdrop for the image, and Wyclef Jean enthusiastically jumped at the opportunity, creating a track that is likely to be another chart topper,” said Olivier Francois, Chief Marketing Officer, FCA – Global. “ ‘No Blue Pill Needed’ leverages the strength of the original award-wining 'Blue Pill,' which has over 30 million views on YouTube. Allowing our followers to act as a sound board for our campaigns has proven successful for the brand in the past. Posting longer-form versions of both videos – which first appeared during the reveal of the Fiat 124 Spider at the Geneva auto show and L.A. auto show, respectively – across the FIAT brand’s digital and social channels gives us the opportunity to see the fans' reactions to both and inspire our decision when it comes time to select the official television campaign.”
About “Free Like a Bird”
The FIAT brand proudly worked closely with FREEDOM, a conservation movement that supports and protects threatened birds of prey, to help create the first commercial co-directed by eagles. Three white-tailed eagles – Roi, Victor and Fletcher – participated in the two-day production. A tiny Sony Action Cam camera, weighing less than 2.8 ounces (80 grams), was placed onto each eagle. The eagles are residents of FREEDOM, whose mission is to protect and reintroduce the endangered birds into their natural habitat and promote the awareness of endangered birds. The eagles featured in the video are currently dependent on falconer Jacques Olivier Travers, who is working to reintroduce them into their natural habitat.
Falconer Jacques Olivier Travers traveled with the white-tailed eagles (not an endangered species), which were trained over a two-week period. The eagles were treated with the utmost care and their safety was a priority at all times. In addition to Travers and three handlers on set, a representative from the Humane Society International was in close proximity to the birds at all times. During the two-day production, the eagles slept overnight in the outdoor garden at Hotel Americana in Palinuro, Italy.
Travers works to introduce endangered birds into a natural habitat and promote the awareness on the plight of the endangered birds of prey. Travers and the white-tailed eagles reside in France, 30 minutes from Geneva, Switzerland. The FREEDOM Conservation has trained eagles for video productions all over the world, from the French Alps to Dubai. More footage from the FREEDOM Conservation can be found here.
The spot was created by FIAT brand in partnership with FCB Chicago.
About “No Blue Pill Needed”
“No Blue Pill Needed” is a follow-up to the FIAT brand’s award-winning “Blue Pill” spot featured during the 2015 Super Bowl telecast. The 60-second spot follows the epic journey of “The FIAT 500X Blue Pill” as it slips through the fingers of an amorous Italian, skipping across rooftops, down a drain pipe, bouncing off villa walls, pinging across café tables and eventually dropping into the open fuel tank of a Fiat 500. Given “The FIAT 500X Blue Pill,” the vehicle becomes a “bigger, more powerful and ready for action” 2016 Fiat 500X crossover.
“No Blue Pill Needed” was created by FIAT brand in partnership with Doner.
About the Fiat 124 Spider
The 2017 Fiat 124 Spider revives the storied nameplate, bringing its classic Italian styling and performance to a new generation of vehicles and buyers. Paying homage to the original 124 Spider nearly 50 years after its introduction, the 2017 Fiat 124 Spider delivers the ultimate Italian roadster experience with driving excitement, technology and safety combined with iconic Italian design.
Fiat 124 Spider Classica
The Classica model features a dual-tip exhaust, black roll bar finish and body-color header, side sills and door handles. The vehicle also comes standard with 16-inch alloy wheels, Nero (black) premium cloth seats, halogen headlamps and LED tail lamps. Inside, soft-touch materials on the instrument panel are highlighted with light silver accents. Not visible are eight points to reduce NVH, including insulation in the instrument panel, center tunnel, convertible top and rear trunk, to name a few.
The Classica is available in six colors: Rosso Passione (red clear coat), Bianco Gelato (white clear coat), Nero Cinema (jet black metallic), Grigio Argento (gray metallic), Grigio Moda (dark gray metallic) and Bronzo Magnetico (bronze metallic).
The all-new 2017 Fiat 124 Spider Classica with a six-speed manual transmission has a U.S. MSRP of $24,995, plus $995 destination. The all-new 2017 Fiat 124 Spider Classica with a six-speed automatic transmission is $26,345, plus $995 destination.
Fiat 124 Spider Lusso
The Lusso (“Luxury”) model builds on the Classica, with standard 17-inch alloy wheels, silver-painted A-pillar header and roll bar cover and dual-tip chrome exhaust. The interior features heated premium leather seats in Nero (black) or Saddle and a leatherette-wrapped cluster brow. The lower instrument panel also is wrapped in leatherette, with Piano Black accents throughout.
The Lusso model is available in seven colors: Rosso Passione (red clear coat), Bianco Gelato (white clear coat), Nero Cinema (jet black metallic), Grigio Argento (gray metallic), Grigio Moda (dark gray metallic), Bronzo Magnetico (bronze metallic) and Bianca Perla (crystal white pearl tri-coat).
The all-new 2017 Fiat 124 Spider Lusso with a six-speed manual transmission has a U.S. MSRP of $27,495, plus $995 destination. The all-new 2017 Fiat 124 Spider Lusso with a six-speed automatic transmission has a U.S. MSRP of $28,845, plus $995 destination.
Fiat 124 Spider Abarth
The all-new Fiat 124 Spider Abarth offers a sportier, more responsive driving experience for performance enthusiasts at 165 horsepower. Features include a front and rear Bilstein sport suspension, mechanical limited-slip differential, front strut tower bar, Sport Mode selector and sport-tuned chrome quad-tip exhaust with the world-renowned Abarth sound. Its aggressive appearance comes complete with unique front and rear fascia, 17-inch Gun Metal aluminum wheels, Gun Metal exterior accents and an available hand-painted hood stripe, offering a one-of-a-kind appearance. Other available features include a Brembo braking system and Recaro seats for added sportiness.
The Abarth model is available in five colors: Bianco Gelato (white clear coat), Rosso Passione (red clear coat), Nero Cinema (jet black metallic), Grigio Argento (gray metallic) and tri-coat Bianco Perla (crystal white pearl).
The all-new 2017 Fiat 124 Spider Abarth with a six-speed manual transmission has a U.S. MSRP of $28,195, plus $995 destination. The all-new 2017 Fiat 124 Spider Abarth with a six-speed automatic transmission has a U.S. MSRP of $29,545, plus $995 destination.
Fiat 124 Spider Prima Edizione Lusso
To celebrate the return of the classic nameplate, the first 124 vehicles will be offered as a limited-edition Prima Edizione Lusso. Each will be individually numbered with a commemorative badge and available in exclusive Azzurro Italia (Blue) exterior paint with premium leather seats in Saddle. Consumers who purchase a Prima Edizione also will receive limited-edition items, including a matching blue leather bag, journal with pen, and a poster showcasing original design illustration with vehicle dimensions.
The all-new 2017 Fiat 124 Spider Prima Edizione Lusso has a U.S. MSRP of $35,000, plus $995 destination.
The FIAT brand stands for discovery through passionate self-expression. That philosophy is embodied by the iconic Fiat 500 or Cinquecento – a small car that lives big. Italian at heart and rooted in a rich heritage, the 500 is sold in more than 100 countries and is synonymous with modern, simple design blending form, function, technology and a pride of ownership that is genuine.
In North America, the Fiat 500 was introduced in March 2011 and was soon followed by the Fiat 500c (Cabrio), the high-performance Fiat 500 Abarth and Abarth Cabrio, the fully electric Fiat 500e, the five-passenger Fiat 500L and the all-wheel-drive 500X crossover. The FIAT brand continues to expand with the introduction of the Fiat 124 Spider, a revival of the iconic roadster that combines Italian style, performance and engaging driving dynamics. The all-new Fiat 124 Spider will arrive at FIAT studios in summer 2016.