The truly reliable means of work are those designed by professionals for professionals. On this simple and direct concept is based the new international platform of communication of Fiat Professional that will be on air in the main European countries on TV, digital, radio and billboards. And how to communicate it to the best, if not through a fresh and fun language, typical of the social network world: the legendary fail. The campaign, in fact, stages a series of situations, typical of the amateur world, during which the protagonists are grappling with their clumsy attempts to complete a job. The result? Some small disasters that can still snatch a laugh. The starting point of the campaign format is always one of these work videos sui generis.
The irony is amplified by the contrast with the entry into scene of Fiat Professional range vehicles, the ideal workmates to avoid any danger of fail. To underline the diversity of the two approaches, a simple and direct caption: the clumsy actions are labeled as Unpro, “unprofessional”, while the effective ones are defined Pro like you, that is “Professional like you”. Once again Fiat Professional confirms its commitment to the most demanding professionals, who in the work vehicles seek versatility and efficiency, both as a range offer and from the point of view of services and assistance.