Fiat Grande Panda Joins Forces with Shaggy
to Celebrate the 30th Anniversary of His Smash
Hit, “Boombastic”
“Boombastic (Fantastic)” - A
Brand-New Reimagined Recording - Drops May
9 on Universal Music
·
Fiat Grande Panda and Shaggy are the
protagonists in the Diamond-selling artist’s “Boombastic
(Fantastic)” new video - directed by Joseph Kahn - to
celebrate the evergreen song’s 30th anniversary (LINK). ·
The video is also the inspiration for
Fiat’s new advertisement commemorating the 45th anniversary of the
Panda model. The commercial portrays the celebration of a new
mindset in which “Life is Pandastic”: vibrant, playful, and full of
unexpected joy (LINK). ·
The spot highlights the Grande
Panda’s unmistakable pop spirit, emphasizing the new
model’s main features: its roominess, its Italian Design by FIAT
Centro Stile, its smoothness, and ingenious solutions.
Once again, FIAT
teams up with global music icon, Shaggy, the unmistakable
voice that gave life to the ever-topical hit “Boombastic.” To
celebrate the original’s 30th anniversary, Shaggy recorded a new,
modern rendition and filmed a new video, featuring the Fiat Grande
Panda. The correlating single, “Boombastic (Fantastic)” will be released
globally on May 9 via Universal Music.
Taking inspiration from the iconic song,
FIAT created its commercial, to launch the new version of
the Grande Panda and spread the message that “Life
is Pandastic.” The Grande Panda is the essence
of FIAT renaissance and the cornerstone of a new era for the
brand. This new “family mover” is socially significant due to its flexible
and versatile multi-energy platform, which can cater to the needs and
expectations of customers from various markets, turning the normality into
something fantastic or, better, “Pandastic”.
Olivier Francois, FIAT CEO and Stellantis
Global CMO, commented: “Celebrating
the 30th anniversary of the hit song 'Boombastic', FIAT felt it was the perfect
time to revisit the classic and make it more appealing to Gen-X. The result is
‘Pandastic', an uplifting example of disruptive marketing and a meaningful
association: a global hit for a global car, and an iconic soundtrack marking
the return of the iconic shapes of an 80s classic. I want to
personally thank Shaggy for his continued collaboration with our brand
over the last years.”
Shaggy adds "Teaming up with FIAT to celebrate
the 30th anniversary of “Boombastic” is an exciting partnership.
Just like the song, FIAT has a legacy of bold style
and unforgettable impact. Together, we're marking this milestone with
the same energy and creativity that made ‘Boombastic’ a global hit."
Grande Panda turns back the clock straight to the ‘80s
with its iconic design, representing the reinvention of an Italian
icon. The Italian brand yearns to offer a modern, sustainable, and
future-oriented vehicle to those who want to take part in the
electrified transition, proposing an accessible,
popular, and stylish one at a “Pandastic” price.
In a blend of
retro-futuristic aesthetics, Grande Panda turns urban mobility
into something truly Pandastic, reflecting a lifestyle full of
fun, creativity, and personality and celebrating a new chapter, driven
by Italian design and inspired by pop culture. Designed for everyday life,
it adds a spark of joy. With vibrant colors, clever
solutions, and full of personality, it represents the unexpected
that goes beyond expectations.
The video shows the family mover’s special roominess,
providing some of the best shoulder roominess in the segment without giving up
compact size - 3.99 meters in length, below the segment average
— 1.57 meters in height and 1.76 meters in width (without mirrors). FIAT’s last
vehicle is also synonymous with smoothness, thanks to its automatic dual-clutch
transmission, and with its smart use of meaningful materials such as the
bamboo-inspired dashboard. Among its most captivating features is the
pixelated theme, which appears on the front from the center of the
upper grille to the headlights, mirroring the cube-shaped windows of
the Lingotto building. The last element making the new global model
“Pandastic” is the retractable spiral cable, an ingenious feature that
makes recharging easier and cleaner than ever.
The new commercial, with a joyful rhythm and
a colorful setting, was produced by Movie Magic and
directed by Joseph Kahn, positioning Grande Panda as the perfect
vehicle for daily urban mobility, truly representing the Italian
brand for its Italian design, compactness, inclusivity, and sustainability.
VIDEO CREDITS
Production company: Movie Magic
Director: Joseph Kahn
Agency: M+C SAATCHI EUROPE
MUSIC CREDITS
“Boombastic” (Burrell/Floyd/Livingston), re-recorded
performed by Shaggy and named “Pandastic”
Publishing: GREENSLEEVES PUBLISHING
LIMITED-LIVINGSTING MUSIC-MALACO MUSIC COMPANY- PEDIGREE RANCH MUSIC- PEERMUSIC
III LTD- PROMOCIONES MUSICALES HR SA DE CV- ROFFIGNAC MUSIC CO- DOWNTOWN DLJ
SONGS- CAFE' CONCERTO S.R.L- PEERMUSIC ITALY S.R.L- DI PIU’S.R.L.- BMG
Music Supervisor: Flavio Ibba (Red Rose
Productions)
ABOUT SHAGGY:
Born Orville Richard Burrell and raised in Kingston,
Jamaica, Shaggy got his start as an MC in New York City’s burgeoning dancehall
scene soon after moving to Brooklyn in his teens. Not long after serving four
years in the U.S. Marines (including two tours of duty in the Middle East as
part of Operation Desert Storm), he inked his first record deal and quickly
scored a global crossover smash with “Oh Carolina.” As the only diamond-selling
dancehall artist in music history, Shaggy, managed by Martin Kierszenbaum/Cherrytree
Music Company, has sold more than 40 million album units to date, in addition
to landing 8 singles on the Billboard Hot 100 and 7 albums on the Billboard 200
(including 4 in the top 40). He has received 2 Grammy Awards and is among the
top 3 streamed reggae artists of all time on Spotify. This summer, Shaggy
will join Pitbull on tour in Europe & the UK with the full itinerary
available here. Facebook: @Shaggy
Instagram, TikTok & Twitter: @direalshaggy
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