In my humble opinion, this commercial for Fiat 500 60th Anniversary is the best commercial ever for a car. The great Mario Lanza’s “Come Prima” (Like before) plays throughout the ad. The American actor Adrien Brody plays the main role of the man from the past.
The commercial, actually a short film was produced by creative maestro Leo Burnett and director Ago Panini.
From Fiat’s website:
The film is set in 60s Milan, the city par excellence for style and Italian design. The clothes of the passers-by around the Cathedral are unmistakable, as are the objects that guide the camera into the protagonist’s home: small details that take viewers straight back to the Dolce Vita years.
One of these is the record player, playing “Come prima” sung by Mario Lanza, the great Italian tenor of the 20th century, to which Adrien Brody dozes off. After a fade to black, the protagonist leaves the house and walks past his period Fiat 500, running his eyes lovingly over its iconic silhouette.
Once through the front door, he feels that something is not quite right as the 60s have turned into the present day. This contrast is the leitmotif of the film, and it also features in the meeting with the female protagonist; she is wearing a vintage dress but drives a Fiat 500 Anniversary.
The actor is struck by the lines of the car with its new Riviera Green livery, and viewers can appreciate the historical Fiat logos, the vintage 16-inch alloy wheels, and the chrome-plated mirror caps, while the girl takes the key from the 500 Anniversary and invites him to get in.
The two young people enjoy a day in Milan together in the new Fiat 500 Anniversary, in a mix of past and present, with a few small misunderstandings to underline the fact that they come from different eras. However, they share the same love for the Fiat 500, the icon that unites the generations with its style and timeless coolness, which celebrates its 60th birthday today.
The short movie ends as Adrien Brody returns home. “See you again in the future, I hope”, he whispers.
The final shot returns to the sofa and shows the actor waking up, left unsure about the distinction between past and present, and between dream and reality.
Come Prima Lyrics
Come Prima, Come Prima, I’m in love.
Come Prima, Come Prima, I found love.
From the moment I saw you, I was enraptured.
Every moment after that, I live in the clouds.
Come Prima, Come Prima, I can thrill.
Come Prima, I love you and always will.
You’re the first one, yes, the first one.
You’re my one and only one.
Come Prima, Come Prima, I’m in love.
For the first time, for the first time, I’m in love.
For the first time, for the first time, I found happiness.
From the moment I saw you, I was enraptured.
Every moment after that, I live in the clouds.
For the first time, yes, the first time, I can thrill.
For the first time, I love you and always will.
You’re the first one, yes, the first one.
You’re my one and only one.
For the first time, for the first time, I’m in love.
Come Prima, Come Prima, I can thrill.
Come Prima, I love you and always will.
You’re the first one, yes, the first one.
You’re my one and only one.
Come Prima, for the first time, I’m in love.
Mario Lanza’s “For the first time”
The song “Come Prima” is sung by Mario Lanza in the movie “For the first time”, Lanza’s final film, released by Metro-Goldwyn-Mayer six weeks before his death in 1959.
At 2:56 in the video above, Lanza’s “For the first time” is in the cinemas!
Filmed on location in 1958 in Capri, Salzburg, Berlin and at the Rome Opera House, the film told the sentimental story of an operatic tenor (Tony Costa) who finds love for the first time with a young German woman (played by Johanna von Koczian), who happens to be deaf.
I strongly recommend you watch the movie – for the amazing voice of Mario Lanza and the beautiful views of Italy.
Sources
- “Fiat is celebrating 60 years of the Fiat 500 with a tribute video featuring oscar winner Adrien Brody” on fiatpress.co.uk
- Come Prima Lyrics on lyricsplayground.com
- For the First Time (1959 film) on Wikipedia
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