FIAT Professional presents “The Ant”: nature inspires
the strength of work in the new communication campaign
·
“The Ant”
campaign, directed by world-renowned director Martin Werner and created by
Publicis Collective, celebrates FIAT Professional’s values of strength,
endurance, and agility, embodied by its vehicles and the professionals who use
them every day.
·
International
music icon Shaggy debuts his brand-new unreleased track, “I Gotta Work”,
created exclusively for the campaign.
·
The film
stars an ant, as the universal symbol of industriousness and a perfect metaphor
for showcasing the remarkable qualities of FIAT Professional’s vehicles.
·
The campaign
includes a 45-second hero film and three 30-second spots, supported by an
integrated strategy across video, print, and digital content, powered by
Shaggy’s exclusive new song.
FIAT Professional unveils its new communication campaign with the
film “The Ant”, a symbolic narrative that transforms an element of nature, the
ant, into the spokesperson for the brand’s core values: strength, endurance,
and determination. Central to the experience are the launch of an unreleased track
by international music star Shaggy, “I Gotta Work”, an energetic anthem
crafted specifically for the campaign,
as well as the direction of Martin Werner who had previously
collaborated with FIAT for iconic spot “The Driver” featuring the electrically
powered FIAT 500e.
Conceived by Publicis Collective, the campaign, structured around
a 45-second hero film and three 30-second spots dedicated to the Ducato, Scudo,
and Doblò models, creates a visual story where the natural metaphor of the ant and
its extraordinary capabilities make it the perfect alter ego of FIAT
Professional vehicles and the people that drive them every single day – making
them reliable, versatile, and unstoppable.
Set on an urban construction site, the film opens with a meeting
between the ant and a Ducato in action. From that moment, a vibrant visual and
narrative interplay unfolds, weaving together the natural and mechanical worlds.
Through dynamic sequences, the audience witnesses a growing parallel: the ant
is no longer just an insect, but a symbol of operational intelligence and
adaptability, qualities shared by FIAT Professional vehicles. The message
culminates in a clear and powerful statement: “Natural Born Workers”, as
a celebration of work as a vocation, made up of small everyday actions that add
up to extraordinary achievements.
Enhancing the film’s message is an original soundtrack by the
renowned artist Shaggy: the track “I Gotta Work”, an exclusive song produced by
Shaggy and Shane Hoosong, was created specifically for the campaign and conveys
the energy, perseverance, and motivation that define the working world. A
musical choice that reinforces the campaign’s positive, determined, and
authentic tone. Shaggy is managed by Martin Kierszenbaum/Cherrytree Music
Company.
Completing the project is a behind-the-scenes “Making Of” video and
exclusive content shot on set, offering an inside look at the production and
the teamwork that brought to life the storytelling, visual effects, and music
into one cohesive piece.
SOUNDTRACK
I Gotta Work
Produced by Shaggy & Shane Hoosong
Engineered by Grant Valentine
Keyboards: Shane Hoosong
Additional Pianos/Synths: Othniel Lewis
Backing Vocals: Carl Scharschmidt, Amber Lee & Tamara Barnes
Mixed by Grant Valentine
Mastered by Chris Athens at Chris Athens Mastering
CREDITS
Agency: Publicis Collective
Production Company: Movie Magic
Director: Martin Werner
Executive Producer: Chicco Mazzini
Producer: Michaela Salova
Post Producer: Arianna Messina
Production Manager: Alessandro D'Imperio
Editor: Lorenzo Colugnati
Post Production House: BaconX
Executive Producer: Lars Wagner
VFX Producer: Daniella Strand
On-set Supervisor and Creative Director: Jonas Drehn
Creative Director and CG Lead: Thomas Haas-Christensen
CG Artists: Julia Forsman, Marie Alsing, Arthur Dalvig, Dennis
Bahnson
Animators: Gabi Popov, Jamie Holmes
Lighting: Rickard Didriksson
Lead Compositor: Oliver Buus
Compositors: Kai Hauswirth, Andreas Persson
Colorist: Sam Gilling
Conform Artists: Preston Drake-Hillyard, Søren Knudsen
________________
Turin, July 9th, 2025
Stock Alerts
Shortlist
021-4320266 
