Chuck Norris as the star of the new Fiat Professional campaign

The new communication campaign launched by Fiat for its professional range has debuted on television, digital media, radio and billboards, featuring the actor Chuck Norris as its star. The promotion shows some famous scenes of the actor alongside the Fiat Professional range and the models: Ducato, Talento, Fullback, Doblò and Fiorino.

According to the Italian company, the renowned actor, who has become very popular online thanks to the myth of his indestructible character, embodies with great irony the values of Fiat Professional: determination, solidity, reliability and dynamism.

This idea of strength and persistence is what the brand wants to convey through the “full liner” range of Fiat Professional, vehicles capable of handling any task, guaranteeing complete customer satisfaction. The concept of the advertising is based on the question “Be Chuck or be Pro”.

Chuck Norris, through his exploits, set in various work environments, embodies the hero for whom nothing is impossible and who, thanks only to his presence, achieves any professional result he desires. One example is the advertisement in which the actor stops a tap from dripping simply by intimidating it with a stare, because, according to the slogan, “Chuck Norris’s tap never loses, it always wins”.

The advertising dedicated to the Ducato range mentions the action films that made him famous to celebrate the model’s leadership within the range. The promotional video is a real action film in which the protagonist of the memes becomes the Ducato, the best seller of the range.

The campaign, produced by Filmmaster Productions, was created by the agency Leo Burnett and directed by Markus Walter.