Fiat had recently launched this clever print advertisement campaign to promote its cargo van, Ducato. The campaign clearly aims at bringing out the increased capacity of the van. The advertisements are showing Fiat Ducato behind warehouse and huge container that gives impression that they constitute the rear end of the van consequently emphasizing the capacity. However, almost similar execution in all three advertisements seems to be stretching a bit. Evidently, the campaign is based on the exaggeration of the core idea, but the extent of it is being debated among creative professionals.

The presentation of the idea may not be that impressive but its visuals clearly spell out the product benefit in an exaggerated manner. Moreover, the art direction seems to be a weak point in the campaign. The basic idea has been executed considerably well but it has been used in recent times for the same product all over the world. The tag line of the campaign reads, ‘Fiat Ducato. Now with much more cargo capacity.’ The campaign was designed by Leo Burnett, Sao Paulo, Brazil.

Via Twenty Four