“New Times” is a TV spot created by Leo Burnett São Paulo for the launch of the Fiat 500 in the Brazilian market. This model was originally produced in the 1960s, and returns now with updated technology and design.
The initial idea for the spot referenced the time of the model’s original run, the 1960s, through a “new agey” treatment, employing an assortment of oriental mystic symbols. We soon realized that this concept would result too old-fashioned and psychedelic, so we opted for a change of course towards a more contemporary direction, with a utopic and optimistic spirit that also allowed for some comical touches.
On the other hand, this new orientation led to increased technical challenges in the spot’s production, since it demanded a more naturalistic 3D treatment. Especially tricky were the hairy creatures working the car wash, as is the norm with 3D fur simulation. The spot took 3 weeks of planning and 5 weeks of production, involving over 40 people. It first aired in Brazilian TV in october 2009.