Fiat: GPS

Focus on the road, not on the GPS.
Fiat Linea with voice activated built in GPS.

Advertising Agency: Leo Burnett, Brazil
Creative Director: Ruy Lindenberg
Art Director: Alessandro Bernardo
Copywriter: João Caetano

March 2010


Guest's picture

Wow :)

dadada's picture
1720 pencils

Wow :)

Everybody is creative, be yourself.

dsklan's picture
1926 pencils

dont understand, no you focus on the cockpit interior, is that so much better? btw, voice navigation is a standart function on every gps...

Guest's picture

Voice ACTIVATION is what they are advertising, not voice navigation...

Voice navigation is not standard on ALL sat navs and GPS devices - I have one for a motorcycle which does not have voice commands unless you use the bluetooth earpice.

Billoughsby's picture
5144 pencils

Extremely cool visual, but it negates the verbal message "focus on the road" directly. Oops.

"Ubi hubave lubearned thubat ubanuby fubool cuban wrubite uba bubad ubad, bubut thubat ubit tubakes uba rubeal gubenubiubus tubo kubeep hubis hubands uboff uba gubood ubone."
-Lubeo Buburnubett

Marlus Lau's picture
Marlus Lau
1808 pencils

Yeah, maybe if they've had explored outside the car more, it would make more sense. But still nice, I believe the message was delivered.

brookjohnston's picture
296 pencils

This is badass.

CommandZ's picture
2498 pencils

Very cool, but did they miss an opportunity to pay off the line of focusing on the road with an actual image of the road in the negative space of the windshield? With the map treatment of the interior that would of been a slam dunk.

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