Fiat and Faithless take over London’s Southbank
aaamusic | On 23, Aug 2010
On Friday 20th August Fiat and dance act Faithless marked the launch of their groundbreaking creative collaboration with a projection of Faithless’ new video ‘Feelin’ Good’ onto London landmarks including the National Film Theatre and Royal Festival Hall. The team behind TV’s first prommercial transformed the Southbank into a pop-up billboard while a surprised audience gathered along the Thames.
This is only the second time the Faithless video has been seen in its entirety by the public following the premiere on Channel 4 last weekend. The three-minute video was played on a loop while the sun set on London’s skyline.
The video’s plot follows the extraordinary night of a young man and woman, whose incredible dance moves begin to attract the attention of fellow clubbers. It soon becomes apparent that the dancers’ moves are being directly affected by the movements of stylised dolls in the form of Maxi Jazz and Sister Bliss, hanging from the rear view mirrors of separate Fiat Punto Evos. As the cars navigate the dark city streets the dolls’ movements become more erratic and our dancers’ moves even more unbelievable. Inspired by the track’s lyrics, performed by Dido and Maxi Jazz, the video follows our dancers as they are awakened and energised by the cars’ journey through the city.
Fiat recently broke new ground by releasing the world’s first ‘prommercial’ – a hybrid of promotional video and TV commercial – which can now be seen nationwide until 12th September.
Faithless said:
“We’re always looking at new ways to get our music to different audiences and exploring new ideas.”
Elena Bernardelli, marketing director, Fiat Group Automobiles UK and Ireland said:
‘This collaboration was all about getting the Punto Evo and the Feelin Good track out to a wider audience, so projecting the video onto buildings in London where everyone and anyone can see it, seemed like a natural progression for the campaign. The video is really fun and uplifting so we’re hoping it’ll give people that feel good feeling as they pass by’.
As part of the campaign, Fiat is launching a special edition Punto Evo Feelin Good that comes fully equipped with the Blue&Me hands-free multimedia system, Start&Stop system, metallic paint, 15” alloys, sports bumpers, rear spoiler, dark tinted headlights, adaptive cornering foglights. You can get all this on a 3-door Punto Evo Feelin Good for only £9,595.
The car also comes with the test drive incentive of a free 2GB MP3 player and a copy of Faithless album ‘The Dance’, including an exclusive track, to anyone who test drives the Punto Evo before the 21st of September, on a first come first served basis.
evomusicrooms.com | facebook.com/evomusicrooms | faithless.co.uk | myspace.com/faithless
