Description
On Tuesday, November 26, during a Brazilian championship match between Palmeiras and Botafogo, Fiat's campaign celebrating the thrill of driving a hybrid car for the first time went viral. The ad, set to the sound of the iconic song “Like a Virgin”, promotes the new Fiat Pulse and Fiat Fastback models with T200 Hybrid engines, and was broadcast on TV Globo in split-screen format during the match. This coincided with Botafogo's second goal, causing a frenzy on social media.
Fans compared the joy of celebrating the goal to the thrill of driving a Fiat Hybrid for the first time. Comments included: “In the same year that Queen performs in Rio, Botafogo scores a goal to the sound of Like a Virgin. The story is really incredible!”; ”I woke up to the Botafogo fans loving Like a Virgin. Is this real life?” and ”Like a Virgin is the song of the championship!”
To extend this connection between television and social media, Fiat and Leo Burnett designed a follow-up ad that aired on Wednesday, November 27, during the prime-time broadcast of Jornal Nacional in Rio de Janeiro. This new spot recreated the moment when the Like a Virgin ad and the goal footage crossed paths, linking the emotion of Botafogo's goal to the buzz on social media.
The impact was remarkable: a 10,000% increase in comments about the match and 3,300 mentions of Fiat on X (formerly Twitter), making it an important topic among fans.
This professional campaign titled 'Like a Virgin II' was published in Brazil in December, 2024. It was created for the brand: FIAT, by ad agency: Leo Burnett. This Integrated medium campaign is related to the Automotive and Sports industries and contains 3 media assets. It was submitted about 1 month ago.
Credits
AGENCY: LEO BURNETT
TITLE: LIKE A VIRGIN II
PRODUCT: FIAT HYBRIDS
ADVERTISER: FIAT
CEO: FERNANDO DINIZ
COO: FABIO BRITO
CCO: VINICIUS STANZIONE
CSO: MARIE ALONSO
CREATIVE DIRECTORS: LIGIA MENDES, MARCO MATTOS
CREATIVE: FABRÍCIO SOARES, KATIA SIMONATO, PEDRO GATTRINGER, THAMARA ARAUJO
CONTENT DIRECTOR: WAGNER XIMENES
CONTENT: TAMIRES SOARES, GIOVANNA GONÇALVES
INTEGRATED PRODUCTION DIRECTOR: LUCIANA KLEY
RTV: JACKELINE NEUWIRT
ISLAND: BRUNNO LEITE
CUSTOMER SERVICE: SABRINA SPINELLI, ÁGATHA FERREIRA, BRUNA ROCHA, LORRAINE SAMPAIO, JULIO BELARMINO
MEDIA: PAULA RICARTE, LIVIA SOARES, LAURA ANDRADE, DEBORA GIMENES, MATEUS RIKEL
PLANNING: THAMARA ARAUJO, JAQUELINE TAMPELLI
PRESS OFFICE: PAULA GANEM, REJANE ROMANO, BRUNA CARVALHO AND SAMARA OLIVEIRA
CLIENT APPROVAL: FREDERICO BATTAGLIA, ANA LUISA BRANT, PAULA MARTINS, CAMILA RAPINI
FILM PRODUCER: Don't Touch My Soda
DIRECTOR: Felipe Mansur
PHOTOGRAPHY DIRECTOR: Will Etchebehere
ART DIRECTOR: Pedro Bolo
EXECUTIVE PRODUCTION: Maira Massullo and Michelle Lutfy
LINE PRODUCER: Gabriela Garça and Nicoli Azevedo
CPO (Landscape): Renata Munaretto
PRODUCTION COORDINATION (Landscape): Alex Missaka
FIRST ASSISTANT DIRECTOR: Carol Morango
SECOND ASSISTANT DIRECTOR: Priscila Trabulsi
PRODUCTION DIRECTOR: Reinaldo Faria
PRODUCTION: Ronder, Victor and Juci Santos
RENTAL PRODUCTION: Kleber
STORYBOARD: Allan Rabello
FIGURINE: Marina Vieira
MAKEUP, HAIR AND CHARACTERIZATION: Marcella Lemef
OBJECT PRODUCTION: Ana Paula Braga
Cast Production: Claudia Secaf
STILL PHOTOGRAPHER: Filipe Rodrigues
FIRST CAMERA ASSISTANT: Pimenta
SECOND CAMERA ASSISTANT: Alfredo Dias
LOGGER: Felipe Delgado
VIDEO ASSISTANT: Thais Ferro
DRONE: OneSolve
CAR CAMERA ARM OPERATOR: Daniel Duran
CAMERA CAR DRIVER: Stanley Ostrower
PRECISION DRIVER: Ale Ostrower
ELECTRICAL CHIEF: Anisio Pacheco
HEAD OF MACHINERY: Guzula
POST PRODUCER: Nash
POST AND FINISH COORDINATION: Virgini Fares
FINISHING: Fabio Abreu
EDITING: Dan Abraham
COLOR: Osmar Junior
AUDIO PRODUCER: CANJA
MUSICAL DIRECTION: EDUARDO KARAS, FILIPE RESENDE
EXECUTIVE PRODUCER: MATHEUS PERES
HEAD OF NEW BUSINESS: LARI STORCH
PROJECT MANAGEMENT: ANA FLOR BOHRER, FLAVIA MEDEIROS, IGOR, LOBO, MARIANA ALDRIGUE.
VOICE DIRECTION: LEVI MYNSSEN DE MELLO
SINGER: CARINE LUUP
MUSIC: LIKE A VIRGIN - MADONNA
COMPOSITION: BILLY STEINBERG / TOM KELLY
MUSIC PRODUCTION: ÉRICA SILVA, LEVI MYNSSEN DE MELLO, FILIPE LOPES, DIEGO ZORRILLA, ARDLEZ, BRUNO VIEIRA
1ST BROADCAST DATE: 27/11/2024
