Fiat Rewrites a Shaggy Classic in Pandastic Grande Panda Campaign

FIAT unveils the new Grande Panda with a bold global campaign that celebrates the most quintessentially Italian car ever, through a surreal and imaginative storytelling approach. This stylistic reboot gives new voice to a true pop icon, reaffirming its ability to transcend generations and geographical boundaries – fully aligned with the campaign proposition developed by M+C Saatchi Group Europe: to unleash and amplify the cultural power of an icon like the FIAT Panda.

FIAT and M+C Saatchi Group Europe team up with global music icon, Shaggy, the unmistakable voice that gave life to the ever-topical hit 'Boombastic.' To celebrate the original’s 30th anniversary, Shaggy recorded a new, modern rendition and filmed a new video, featuring the Fiat Grande Panda. The correlating single, “Boombastic (Fantastic)” will be released globally on May 9th via Universal Music.

Taking inspiration from the iconic song, the new commercial came to life, to launch the new version of the Grande Panda and spread the message that 'Life is Pandastic.' The Grande Panda is the essence of FIAT renaissance and the cornerstone of a new era for the brand. This new 'family mover' is socially significant due to its flexible and versatile multi-energy platform, which can cater to the needs and expectations of customers from various markets, turning the normality into something fantastic or, better, 'Pandastic'.

In a blend of retro-futuristic aesthetics, Grande Panda turns urban mobility into something truly Pandastic, reflecting a lifestyle full of fun, creativity, and personality and celebrating a new chapter, driven by Italian design and inspired by pop culture. Designed for everyday life, it adds a spark of joy. With vibrant colours, clever solutions, and full of personality, it represents the unexpected that goes beyond expectations.

All of this comes together in the new commercial, a visual and musical crescendo with a joyful rhythm and a colourful setting, showing the family mover’s special features, such as its roominess, smoothness and outstanding aesthetics. The last element making the new global model 'Pandastic' is the retractable spiral cable, an ingenious feature that makes recharging easier and cleaner than ever.

The project expresses a unique attitude and conveys a positive message designed to brighten people’s everyday lives, inviting them to find the extraordinary in the ordinary and to colour reality with creativity and simplicity – just like the Grande Panda does.

The new campaign, designed to run across TV, OOH, print, digital, and social media, including TikTok special content and activations, was created by M+C Saatchi Group Europe, directed by the multi-award-winning Joseph Kahn, produced by Movie Magic, and post produced by Stratostorm, positioning Grande Panda as the perfect vehicle for daily urban mobility, through a mix of music, storytelling and imagination that pays homage to the past while projecting the Grande Panda into the future.