Fiat Strada - Handbuilt by robots - (1979) 0:60 (UK) Classic

One of my absolute fave adverts. Ever.


Scenes from inside a Turin car plant where the robots are building Fiat Stradas to the strains of Figaro’s Aria from Rossini’s The Barber of Seville. It's just perfect.

Ironically when Hugh Hudson arrived on set in Turin he had to navigate past picketers outside who were protesting against the robots taking their jobs.

Ad Agency: Collett Dickenson Pearce & Partners (CDP)

Creative Director: John Salmon

Art Director : David Horry

Copywriter : Paul Weiland

Director: Hugh Hudson

Production company : Hudson Films

Sound edit: Vangelis