Spike Lee and Giancarlo Esposito Star in the Fiat 500e’s Electrifying New Campaign

Legendary filmmaker Spike Lee and Emmy-nominated actor Giancarlo Esposito have teamed up for their first-ever national advertising campaign, bringing a touch of Italy to America with the launch of the all-new, all-electric 2024 Fiat 500e. This marks Stellantis’ debut of its first battery-electric vehicle (BEV) in North America. The campaign, aptly titled “Italy in America,” directed by Lee, made its debut today across various digital and social media platforms.

A Fusion of Italian Style and American Spirit

The Fiat 500e’s reintroduction to the American market is more than just a product launch; it’s a significant step towards sustainability.

Olivier Francois, Stellantis’ Global Chief Marketing Officer, describes the Fiat 500e as embodying the essence of the Italian lifestyle—lightweight, stylish, efficient, and perfect for weekly city commuting.

In this groundbreaking campaign, Lee and Esposito explore their rich, diverse heritages. Esposito, drawing on his Italian roots, guides Lee through an engaging experience to discover his “inner Italian” amidst the backdrop of the iconic Fiat 500e.

Authenticity and Friendship at the Campaign’s Core

The dynamic between Lee and Esposito is genuine, with the campaign being largely unscripted to highlight their natural chemistry and decades-long friendship. Having collaborated on classic films like “Do The Right Thing” and “Malcolm X,” their latest partnership illuminates their shared history and love for storytelling.

Campaign Highlights: From Opera Houses to City Streets

The “Italy in America” campaign features a hero 60-second spot and over a dozen creative pieces that showcase the versatility and charm of the Fiat 500e. Highlights include:

• “Where Are You?” – This spot features the JBL Virtual Venues audio system, with Esposito getting lost in sounds from iconic locations such as the Giuseppe Verdi Opera House and a virtual open-air arena, showcasing the Fiat 500e’s impressive sound capabilities.
• “Elettrica” – Esposito explains the nuances of Italian electric style—stylish, compact, and efficient, a perfect blend of form and function.
• “Bigger Is … Bigger” – A humorous take on American vehicle size preferences, highlighting the Fiat 500e’s advantage in city parking.
• “Why They Gave The Car Eyes” – Focuses on the unique design of the Fiat 500e’s LED headlights and its advanced driver assistance features.
• “A Car That Listens” and “A Car That Can Sing” – These spots emphasize the innovative “Hey Fiat” voice recognition and the pedestrian-friendly Acoustic Vehicle Alerting System (AVAS).
• “Too Italian” – Lee fully embraces Italian fashion, reflecting the Fiat 500e’s distinct identity.
• “Italian Seats” – The duo enjoys gelato, with Esposito humorously cautioning Lee about the eco-leather seats of his Fiat 500e.

The “Italy in America” campaign celebrates Italian flair and innovative technology, with the Fiat 500e at the heart of this cultural fusion. Through this engaging series, Spike Lee and Giancarlo Esposito not only promote an electric vehicle but also invite us to experience la dolce vita wherever we are.