Forty years ago, in 1983, the Fiat Uno redefined the paradigm of city cars, changing the history of the Italian brand. Fiat’s decision to unveil it at Cape Canaveral (Florida), the US aerospace base from where the most advanced aircraft of the moment, the Space Shuttle, departed and landed, hinted at the enormous investment made both to build it and to introduce its technological jewel to the general public.
Fiat relied on an equally extraordinary advertising campaign, bearing the signature of the famous cartoonist Giorgio Forattini. Forattini’s caricatures immediately became famous along with the neologisms the cartoonist created specifically for the campaign: “sciccosa” (swanky), “comodosa” (comfy and cozy), “scattosa” (snappy) and “risparmiosa” (money-saving). These new adjectives ironically and playfully described the peculiarities of the new Fiat Uno and were so catchy that they became part of common speech.
The Forattini campaign left behind a simple yet profound way of storytelling, i.e., advertising that engages the public through emotions and memories and creates an immediate hook.
In the video is the story of the advertising campaign told by Roberto Giolito, head of Stellantis Heritage.
