Leo Burnett and Vetor Zero get together to build a very peculiar lab with the purpose of demonstrating the new Fiat Uno’s features.
The commercial titled “Lab” proposes an innovative and intriguing answer to that lifelong challenge: how do we present the features of a new car model in a creative and instructive way, translating technical terms into a more fun, approachable language? The solution devised by Leo Burnett and brought to life by Vetor Zero was to build an enormous laboratory/test track, chockfull of unusual gadgets designed to demonstrate the Uno’s main features in playful, surprising ways, at the same time that it reinforces the link between the vehicle and the idea of advanced technology.
In that spirit, we see the model’s torque illustrated by one of the tires being wrapped in sandpaper, so it strikes an oversized matchstick when the wheel starts turning very fast; the Dualogic Plus gearshift is put to the test while the Uno – complete with appendages that give it a cat-like “face” –chases a remote-control mechanical mouse; and so on.
The entire advert was filmed in a huge empty warehouse, and all the mechanisms were custom-built, designed and tested to work as authentically as possible in front of the camera – except for the robotic arm handling the eyedropper, which was created in CG. Besides the main contraptions, directors Gabriel Nóbrega and Ricardo Carelli went to great lengths to ensure the lab looked as detailed as possible, with instruments, control panels, lights and specific visual identity elements for each track station.
The cinematography work was devised to provide the greatest variety of camera angles, shots and details, employing macro lenses, high-speed shooting and even a drone, in order to allow for a dynamic, exciting editing.
