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The Legend

Agency Network: 
Published/Aired: 
July 2020

Description

When two legends meet, great things happen. That’s exactly the case for Leo Burnett Tailor Made and Fiat’s newest integrated campaign, “The Legend,” starring The King of Rock and Roll and the New Fiat Strada—the newest pick-up truck for the iconic brand.

The duo homed in on the concept, “New Fiat Strada. The legend has outdone itself,” to bring Elvis back to screens in an innovative, timeless way. To fully replicate The King’s mannerisms and appearance, the team recruited one of the best doubles, Dean Z from Missouri. The team then replaced his face with a fully CGI likeness based on real scenes captured from Elvis’ shows and film from 1968.

To the tune of “Blue Suede Shoes,” the eccentric spot follows Elvis as he takes the New Fiat Strada for a spin—complete with Elvis impersonators, several samurais and a drive through the desert. During the exciting adventure, viewers get a closer look at the car’s sleek design, top-notch interior space, advanced traction system and other unique features.

Film advertisement created by Leo Burnett, Brazil for FIAT, within the category: Automotive.

Advertising Agency: Leo Burnett Tailor Made, Brazil
Image production: Alice Filmes
Director: Felipe Mansur
Producer: Wal Tamagno
Photography Director: Pierre de Kerchove
Art Directors: Guilherme Marini, Martino Piccinini
Directors’ Assistants: Michelle Lutfy, Luciana Camargo
Executive Producers: Victor Alloza, Fernanda Laignier, Bruna Nogueira
Production Team: Fabio Arisaka, Felipe Rayol, Mayara Sandow, Izabella Araujo
Location Production: Fabrício Marinho
Casting Production: Claudia Secaff
Wardrobe Production: Marina Vieira
Object Production: Manuela Tossi
Makeup: Fabiana Mizukami
Post-production coordinator: Carol Rye
Editing: Rodolpho Ponzio
3D Wall / Motion: Voodoo House
3D Elvis: Invisible Works
Post-production: Nash VFX
Sound production: Quiet City Music+Sound
Musical production: Chris Jordão, Darren Solomon
Sound design and post-production: Marcos Moretto, André Melges
Account services: Xanna D’aguiar, Karina Vadasz, Ivis Silva
Photocomposition with cars: Lightfarm Brasil
Elvis Presley illustrations: Sattu Rodrigues
Image licensing: Platinum Brasil
Music: Blue Suede Shoes
Music Publishing: Kobalt Music, Carl Perkins Music
Record Company: Sony Music
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