11 July 2021: this is the date on which the final of the 2020 Europeans is played, a football event postponed for a year due to Covid-19. An important match for Italian football, given that Roberto Mancini’s national team managed to challenge England – who also play at home at Wembley.
Fiat wanted to wish Italy the best possible match, and it did so by relaunching a commercial used in the United States in 2013 – dedicated to the Fiat 500L – which returned viral years later thanks to the England-Italy final.
Olivier Francois, CEO of Fiat and CMO Stellantis, commented on this spot that is now so apt for anyone who supports the Italian national team. “At the time the commercial was successful in the States, with millions of views. But what makes it a benchmark in communication is the way it has been reused by so many people. On the basis of the original film, in fact, there have been many replacements, and these have been shared with millions of people on personal YouTube channels, via WhatsApp and, more generally, through all private social channels, just for fun … The phrase ‘The British… no, the Italians are coming’ has become the plot of new stories: as with Prada during the America’s Cup final at the beginning of 2021, and still – today – with Italy facing England at Wembley in the Euro 2020 Final: with the added pleasure of seeing, on the same day, the first Italian ever (Matteo Berrettini) to attempt the feat in the men’s final of the Wimbledon tournament“.
In the commercial, when the 500 range arrives for the United States, the whole city stops its activities to go and meet the cars in the center of the scene, with three models, first hidden by humble clothes, who finally enter the 500L. In the beginning, the lookout is the one who utters the sentence ‘The British… no, the Italians are coming’.