The Message: The Fiat 500X is stylish and functional crossover SUV.

The Concept: The style and performance features of the Fiat 500X are metaphorically equivalent to an irresistible catch

The Execution: Vibrant retro comic style graphic imagery with copy that playfully refers to the features of of Fiat 500X

View full case study here

Print Ads
Feature: All Wheel Drive (rugged)
Headline: I like it rough on all fours!

Body Copy: The available All-Wheel-Drive (AWD) system in the new Fiat 500X engages automatically to smoothly handle any terrain.

Feature: More Legroom (bigger)
Headline: I’ve never spread my legs so wide!
Body Copy: With even more interior space for front and back legroom, the new Fiat 500X provides more than enough room for passengers to spread.


Feature: More Powerful Engine
Headline:  What a powerful package!
Body Copy:  The new Fiat 500X features a powerful 2.4L Tigershark® MultiAir® 2 engine, providing 180 horsepower, enhanced combustion control, and reduced exhaust emissions.


Mico site Extension 
Back to Top