‘Lose the Labels’, Fiat is telling its owners (and any prospective new drivers).
In an era when we're being urged to show our individuality and be ourselves, Fiat has launched a new advertising campaign aimed at encouraging owners of its cars to shake off the labels imposed by society and be what they want to be.
To coincide with the launch of the brand-new versions of the Fiat 500, the brand's new marketing material includes the tagline 'Lose the Labels' and aims to challenge conformity over individuality by getting rid of gender stereotypes, age and criticisms over lifestyle and fashion choices.
It all sounds very liberating and fun – and of course, it's perfectly in keeping with the 500's quirky looks and tempting facade that have made it one of the UK's favourite city cars.
This summer marks the introduction of the Star and Rockstar models to the 500 lineup, which both feature unique colours that will allow drivers to select specifications to perfectly suit their personality.
What's more, anyone who buys a car from the new 500 range can enjoy up to six months' free Apple Music for a limited time, meaning they can stream their own, personalised playlists as they cruise to work or to meet their friends.
Commenting on 'Lose the Labels', Fiat UK's Kate Barratt said: The Fiat 500 has evolved from being the ultimate fashion accessory into something that makes more of a statement. This campaign brings to life the distinctiveness of the car, which we believe will resonates with new and current owners."
You can see the ads in Fiat dealerships and across social media platforms starting from this week.
The Fiat 500 first burst onto our roads in a splash of colour in 2007 and had become one of the most popular car models in any category by 2018, when 347,000 vehicles had been registered.
It enjoyed a refresh in 2015, when Fiat increased personalisation options, boosted available infotainment and subtly enhanced its styling, but the city car's basic makeup has remained largely unchanged.