To introduce this racy little Italian to America, Fiat wanted to position the Abarth 500 as the wicked challenger to restrictive American values. And what better way to do so than with the classic game-time rebel—the streaker? We wrote a spot featuring the Abarth 500 as the heroic accomplice to the ballsiest man at the Super Bowl. 

To accompany the spot, we came up with a microsite daring viewers to streak the Super Bowl to win an Abarth 500. 

:60 TV
"IN THE CLEAR"

OPEN IN THE MIDDLE OF A SUPERBOWL GAME. THE BALL IS SNAPPED. THE QUARTERBACK DROPS BACK TO PASS AS THE COMMENTATORS ARE HEARD REMARKING ON THE GAME.

CUT TO A CLOSE UP OF THE QUARTERBACK’S FACE LOOKING CONFUSED. HE IS SUDDENLY SACKED AND TAKEN DOWN.

THE COMMENTATORS ARE HEARD TALKING ABOUT THE PLAY, WHEN THEY SUDDENLY NOTICE A DISRUPTION ACROSS THE FIELD.

THE CAMERA PANS OVER TO THE ABARTH DRIVING MANIACALLY. THE CAR IS OUTFITTED IN TRANSPARENT PANELS.

WE CAN SEE ITS ENGINE, SEAT, AND THE BUTT-NAKED DRIVER.

MUSIC: HIGH-ENERGY MUSIC ACCOMPANIES THE IMPENDING AUTO-STREAK.

AS THE DRIVER EFFORTLESSLY EVADES PURSUERS, WE SEE THAT THE CAR HANDLES INSANELY WELL, ACCELERATING QUICKLY, STOPPING ON A DIME, AND ZIG-ZAGGING WITH EASE.

A SECURITY GUARD ATTEMPTS TO THROW A BLANKET OVER THE CAR, BUT IT SLIDES OFF THE SMOOTH BODY PANELS. THE CROWD LOVES THIS.

REALIZING THEY’LL NEVER CATCH HIM ON FOOT, AUTHORITIES TURN TO OTHER VEHICLES AT THEIR DISPOSAL FOR BACKUP. THE TEAM'S HELMET CAR, THE EMERGENCY STRETCHER CART, A VIP GOLF CART. BUT THEY STILL CAN'T CATCH HIM. HE'S LITERALLY RUNNING CIRCLES AROUND THEM IN THE ABARTH.

THE CROWD ROARS AS THE DRIVER DOES A VICTORY LAP AROUND THE STADIUM, HIGH-FIVING FANS AS HE GOES.

FINALLY, HE DOES A FEW DONUTS IN THE ENDZONE BEFORE HEADING OUT OF THE TUNNEL AND INTO THE SURROUNDING CITY WITH THE STADIUM VEHICLES IN FUTILE PURSUIT.

LOGO: FIAT 500 Abarth

SUPER: We could use a little wicked.

My role: concept, writing