2013 Results

CAT 13 - Automobiles (FLM)


krow communications ltd (UNITED KINGDOM)

Fiat, 500L: "500L" Campaign
"The Motherhood"

"The Motherhood"

Agency (& City): krow (London)

Creative Director(s): krow

Copywriter(s): krow

Art Director(s): krow

Production Company (& City): Rubber Republic (London)

Film Director(s): Matt Golding

Production Company Producer(s): Tiernan Hanby

Agency Producer(s): Kate Bailey

Short explanation

The Fiat 500L is made for new parents who don't want to give up on their personal style. The idea as the Guardian put it, was to launch 'an assault on the familiar, the relentlessly bloody upscale tone of the average car ad.' By representing mum as she really is, with all her flaws, we positioned the Fiat 500L as the car for parents with attitude.


A new family-sized car from the Fiat 500 brand.