Fiat turns to Funny or Die with new Italian-centric video spots

Wed, 09 Jul 2014

The web video might be the sitcom of the modern age as the main way people consume comedy. Even if you don't want to sit down and watch a TV show, you can dedicate just a few minutes for a laugh from a brief film. Fiat found huge success last year with its Backseat Italians ad for the 500L on Funny or Die, with over 1.6 million views as of this writing. So the Italian automaker is playing on its country's stereotypes again in a new online series called Neighbors.

The concept behind the videos is super-simple. An attractive Italian couple with their Fiat 500L moves in next door to a stereotypical suburban family and hilarity ensues. Most of the shorts play up humorous misunderstandings in translation like with the phrase "When in Rome..." So far, the best of the bunch is probably Express Lane to Trouble about what happens when you drink too much espresso. If you like what you see, there are still two more episodes on the way soon.

Scroll down to watch all five current videos. They're only a few minutes long and should at least provide a good chuckle. You can also read Fiat's press release about the stunt, below.

The New Neighbors Are So ... Italian - watch more funny videos

Express Lane to Trouble - watch more funny videos

Why Spanking Doesn't Work - watch more funny videos

When in Rome - watch more funny videos

Life's Too Short for Gluten-Free - watch more funny videos

The FIAT Brand and Funny Or Die Create Web Series "Neighbors"

Web series follows the adventures of an American couple when an Italian couple moves in next door, following the success of "Backseat Italians" campaign last year: http://www.funnyordie.com/fiat

FIAT celebrates web series and international soccer fever by sponsoring "Funny Or Die Soccer Week" programming event

July 9, 2014 , Auburn Hills, Mich. - FIAT Brand North America has launched a web series titled "Neighbors" in conjunction with the comedy video website Funny Or Die. The web series features five webisodes showcasing the 2014 Fiat 500L as it follows the adventures (or misadventures) of a suburban American couple as they interact with their new Italian neighbors. "Neighbors," which debuted in June on Funny Or Die, was promoted via a custom spot that ran on TBS in addition to targeted media across Turner's digital portfolio. Fiat's "Neighbors" will premiere its final two episodes this week on Funny Or Die, which can be viewed at www.funnyordie.com/fiat.

"The FIAT brand's playful personality and Italian heritage give us license to find new ways to tell our brand story. Partnering with Funny Or Die, which has a huge built-in fan base and social media following, has proven to be a winning formula for us," said Olivier Francois, Chief Marketing Officer - Chrysler Group LLC and Fiat Group Automobiles Head of Fiat Brand. "The reaction to our 'Backseat Italians' video proved the power of great content and a passionate fan base that Funny Or Die brings to the partnership. Since the launch of this latest series of videos, we've seen an uptick in web traffic, and this deeper engagement with our brand ultimately leads to FIAT Studio visits."

"Working with FIAT again on this new series has been great," said Chris Bruss, VP of Branded Entertainment, Funny Or Die. "We are really aligned creatively with FIAT's brand team and the Doner agency, so it's a great collaboration. We were able to pick-up where we left off and come up with a fun, creative concept that we knew would resonate with the FIAT brand and our audience."

The web series begins with "The New Neighbors Are So ... Italian," when a middle-age suburban couple gears up to meet the hot, young and stylish Italians moving in to the house next door. The series follows the two couples through a series of four additional episodes: "Espress Lane to Trouble" proves that overdosing on espresso is no way to impress the cool, new Italian neighbor; "Spanking" demonstrates that the threat of being punished by a beautiful woman somehow does nothing to stop the neighborhood boys' bad behavior; "Gluten Free" brings the American couple over for dinner at the Italian neighbor's home; and finally, "When in Rome" leaves everyone lost in translation when a figure of speech leads to a big misunderstanding.

Viewers of "Neighbors" can follow along and join in the conversation on Twitter by using the hashtag #italianneighbors. The posted webisodes currently hold "Funny" rankings by Funny Or Die viewers.

"Neighbors" was created in partnership with full-service advertising agency Doner.

In celebration of world soccer fever with cultures coming together all over the world, FIAT is sponsoring "Funny Or Die Soccer Week," a special weeklong programming event featuring soccer-themed videos and articles, which can be viewed at www.funnyordie.com/soccer.

Turner Broadcasting Ad Sales is the exclusive representative for advertising opportunities with Funny Or Die. The strategic partnership provides brands access to premium comedic content, while offering promotional scale with Turner's portfolio of premium brands like TBS and Adult Swim.

About Funny Or Die
Funny Or Die launched in April 2007 and has become an award-wining top destination for comedy on the web. The site has more than 19 million unique users per month, more than 60 million video views per month, and has grown into a vertically integrated 21st century digital studio that produces high-quality content over numerous platforms, operating a social media and marketing division with more than 8 million Twitter followers, approximately 8.5 million Facebook fans (#1 Comedy Brand on both Twitter and Facebook), and devoted followers on numerous social networking and sharing sites. Funny Or Die has become the "place to be seen" for comedic celebrities and the obvious destination for a daily comedy fix. Funny Or Die's founders are Gary Sanchez Productions (Will Ferrell, Adam McKay and Chris Henchy), Creative Artists Agency (CAA) and Michael Kvamme. Judd Apatow is also a principal partner in Funny Or Die.

About FIAT Brand
The FIAT brand stands for discovery through passionate self-expression. It encourages people to be in charge of their lives, live confidently and celebrate the smallest of things with infectious excitement. That philosophy is embodied by the North American introduction of the iconic Fiat 500 or Cinquecento – a small car that lives big. Italian at heart and rooted in a rich heritage, the 500 is synonymous with modern, simple design blending form, function and a pride of ownership that is genuine.

Reminiscent of the original 1957 Cinquecento, the Fiat 500 and Fiat 500c (Cabrio) build on the vehicle's global popularity. Since its launch in 2007, more than 1,000,000 Fiat 500 vehicles have been sold in more than 100 countries around the world. In addition to success on the sales front, the Fiat 500 has earned more than 80 international awards.

In North America, the FIAT brand portfolio continues to expand with the introduction of the high-performance Fiat 500 Abarth and Abarth Cabrio, the fully electric Fiat 500e and the Fiat 500L, an all-new five-passenger model that expands FIAT's brand style and efficiency into the growing B-segment.

By Chris Bruce