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Leo Burnett Chicago
35 West Wacker Drive
Chicago, IL 60601
United States

Amy Cheronis

EVP Reputation and Communications

Katie Newman

Chief Marketing Officer

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Leo Burnett Tailor Made Revives Elvis in Funky Fiat Campaign, “The Legend”

The energetic campaign follows the King of Rock ‘N’ Roll while he takes the new Fiat Strada for a spin.

Timeless, charismatic, one-of-a-kind. These qualities are exactly what Fiat Brazil’s newest pickup truck, Fiat Strada, exudes, and to celebrate its launch, Leo Burnett Tailor Made crafted a bold campaign, “The Legend,” starring the ultimate icon: Elvis Presley.

Under the banner of “New Fiat Strada. The legend has outdone itself,” the agency resurrected the King of Rock ‘N’ Roll to test drive the car. To capture Elvis’ true mannerisms and features, Leo Burnett Tailor Made recruited award-winning impersonator, Dean Z from Missouri, U.S., and utilized CGI likenesses based on real scenes from Elvis shows and footage from 1968.

The 2-minute film flows to the rhythm of Elvis’ beloved tune, “Blue Suede Shoes,” following him on an action-packed journey in the new Fiat Strada, complete with several impersonators, samurai battles and a spirited drive through the desert.

Produced pre-COVID-19, the film involved more than 600 people, three locations and six shooting dates. With every twist and turn Elvis takes, the spot highlights features of the new pick-up truck’s innovative design—and legendary appeal.

July 30, 2020