By taking a fairly standard image in automotive advertising and subverting it with endangered animals driving the cars, Fiat has created adverts that not only stress physical safety, but safety for the environment too.
As it stands, Fiat is currently the industry leader in terms of carbon emissions when it comes to the European car market. By taking something that can be a little dry and boring, carbon emission statistics, and equating them with something emotional like endangered species, they make their message much more powerful. With visually arresting executions like this, consumers will take on board the message that Fiat is environmentally responsible. This means current Fiat drivers will have an injection of pride because of their choices and that people who are thinking of buying a car could be positively reminded to buy a Fiat.