Fiat and The Motherhood

Fiat Group Automobiles UK is enjoying viral success with “The Motherhood’ feat. Fiat 500L”, a teaser campaign for the launch of the new Fiat 500L. The campaign is centred on a music video in which a young mum (Rachel Donovan) with two children raps about the reality of life after the arrival of children. The teaser film uses real tales and insights shared by British mums shared about their daily lives and their desire to retain a sense of style and modernity while tackling family challenges.

Fiat Welcome to the Motherhood

Click on the image below to play the Motherhood video in YouTube

Fiat Group Automobiles UK marketing director, Elena Bernardelli, commented: “We wanted to connect with our target audience, starting with dynamic young mums, in a way that demonstrated our understanding of the challenges they face balancing motherhood with their desire to keep hold of their pre-children identity. We hope that by dramatising the reality of embracing a new life stage in this way we will raise a knowing smile from mums everywhere, and we are sure that they will recognise how the Fiat 500L can bring a touch of glamour into their family’s life.”


The Motherhood campaign was developed at Krow Communications, London.

Filming was produced at Rubber Republic.

The video was seeded by Maxus.

Filed under: Commercials, Fiat

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  • Very nice, simple and effective video. Good job on the production side done by Rubber Republic. Great job, too, by the actress Rachel Donovan. I liked her voice for the rap (if it, indeed, was her voice) and I really liked the fact that she did not overact or go over the top in her parody. The video was much more effective by NOT doing that.
    Regards, Christian B