The Fiat brand is slowly abandoning the new commercial for the 500 named “Baby”. The new 30-second ad shows two young men in the front seats and a baby boy in the back pulling by a 1967 Imperial, at which point the toddler joins his fingers in the traditional Italian way and says something to the stunned driver.

Fiat has released the first U.S. commercial video featuring it’s 500 super-mini model urging buyers to “live their life with passion”. Priced at $15,500, the Fiat 500 will be available at 130 dealerships with a 101 hp 1.4-liter MultiAir four-cylinder engine.

The little 500 will have both manual and automatic transmissions and the all-important for the U.S. market, XXL cup-holders as standard. Customers can choose between three trim levels – Pop, Sport and Lounge, and numerous exterior and interior color combos.

The new FIAT 500 is one of the most liked small cars in Europe. Now fans in Berlin can share their thoughts on the 500 with th everyone in the immediate vicinity. A pair of billboards installed near the former Checkpoint Charlie reflect the words of passers-by. The 3,100-square foot boards also invite viewers to send a text message to a special number. The messages then scroll across a 65-foot wide ticker on each board. Presumably the messages are moderated in some way before they appear on the boards, otherwise this PR stunt could get very interesting.

PRESS RELEASE

The Fiat 500 speaks out in Berlin
The Fiat 500 continues to get itself talked about and once again in innovative and spectacular style. In the heart of Berlin at the legendary Checkpoint Charlie, on the corner of Friedrichstraße, the new Italian cult car calls out to passers-by from the top of a huge advertising cube with videos, messages in lights and giant hoardings.

From two hoardings, each measuring 288 square metres, the Fiat 500 invites passers-by to send a text (password “Fiat 500″, number 84000). The result is a 20 metre message strip with scrolling messages and greetings that also appear live on the homepage of the new Fiat 500 via Rss-Feed.

This original campaign fits perfectly into a marketing strategy that sets out to involve fans from around the world with the slogan “500 people’s car, created by the people” Suffice it to say that 3,000,000 people have contributed ideas to the Fiat 500 project by visiting the website 500wantsyou.com.

This sensational outdoor campaign in the very heart of Berlin was created by Fiat together with the communication experts Carat Wiesbaden and the agency Magic Touch of Hamburg.

Incidentally, the Fiat 500 has already caused great interest in the German capital: the prestigious “Car of the Year 2008″ prize won by the Fiat 500 what was handed over at a ceremony in Berlin on 28 January. To mark the occasion a ground-breaking initiative has been organised in the German capital, which involved a car manufacturer using part of its underground rail network for the very first time. From the beginning of 2008 until 27 January, two Fiat 500s painted in the exclusive pearl white body shade, were seen on a flatbed railtruck being drawn by a train. As the train went through each of the 170 stations, U-Bahn travellers were able to admire the tiny Fiat.

Look at the new FIAT’s TV ad. The TV advert that was created by the Turin office of Leo Burnett Italia Group attempts to underline the way every Fiat car incorporates all the values that have contributed to the sales success of the new 500.