Guilty, until proven innocent

A vengeful traffic officer’s dream of busting a law-abiding Abarth 600e driver for speeding is repeatedly thwarted in a series of humorous films created by Migrante Content to mark the launch of the new Abarth 600e, the most powerful Abarth ever, with its 280 HP, 207 kW e-motor, 200 km/h maximum speed, and 0 to 100 acceleration in 5,85 seconds.

The hero film “Temptation” opens on a typical Italian street where an Abarth 600e and its owner are legally parked, bothering no one and minding their own business.

With its sporty allure undeniable even when stationary, the Abarth 600e catches the eye of a passing officer, who pulls over. While he is clearly captivated by the vehicle’s striking looks, he leans in the window and tells the owner, “You were speeding.” Not unreasonably, the driver points out that he is parked, only for the officer to claim, “Everybody says that.”

He sets about looking for evidence, touching the hood to see if it’s warm, but the driver reminds him that because the Abarth 600e is electric, it stays cool. Realising he’s not going to get his man today, the officer gives him the “I’ve got my eye on you” gesture, clearly believing it is only a matter of time. The tagline, “Guilty, until proven innocent,” makes the message clear: the Abarth 600e is guilty of being a symbol of performance, even when it’s simply standing still.

By juxtaposing the power and performance of the car with moments of restraint, the film reinforces Abarth’s iconic status, suggesting that the temptation to drive fast is ever-present. With a light-hearted and humorous touch, the film highlights how Abarth’s performance is always ready to be unleashed, making it the perfect combination of style, speed, and control.

The featured model is the limited-edition Scorpionissima in Hypnotic Purple, part of the marque’s 75th anniversary celebrations. With only 1,949 produced, marking the year that the first Abarth launched.

Leonardo Ricagni, Executive Creative Director at Migrante Content, said:
“We loved playing with the idea of the Abarth 600e being a forbidden fruit that tempts our Officer. It’s such a powerful vehicle that even parked, you can tell it’s a force to be reckoned with.”

The campaign was directed by Ago Panini and produced by Movie Magic, with a creative team led by Executive Creative Director Leonardo Ricagni and VP Creative Sol Ricagni.

The campaign breaks this week with the teaser film, “Premonition” and “Temptation.” Temptation will run on television in European markets, as well as online, along with three other films.