Fiat launched the Strada with one of the most memorable car adverts ever made. It shows the the company’s brand new car being built using its state of the art robots, to the sound of Figaro’s Aria from Rossini’s Barber of Seville, and presents the car as cute, cutting edge and just damned desirable. The advert was directed by Hugh Hudson and is, without doubt, a stroke of sheer brilliance – hence it being memorable (for anyone who was there) some 35 years on.
Handbuilt by Robots, indeed.
So, it’s no surprise that the advert flew into popular culture – and, as such, it became a target for the comedians of the Not The Nine O’Clock News team. They put together this wonderful skit on the advert a couple of years later, starring the workforce at Cowley alongside the Austin Ambassador…
You just have to love it: handbuilt by Roberts…
Is the Editor of the Parkers website and price guide, formerly editor of Classic Car Weekly, and launch editor/creator of Modern Classics magazine. Has contributed to various motoring titles including Octane, Practical Classics, Evo, Honest John, CAR magazine, Autocar, Pistonheads, Diesel Car, Practical Performance Car, Performance French Car, Car Mechanics, Jaguar World Monthly, MG Enthusiast, Modern MINI, Practical Classics, Fifth Gear Website, Radio 4, and the the Motoring Independent...
Likes 'conditionally challenged' motors and taking them on unfeasible adventures all across Europe.
Latest posts by Keith Adams (see all)
- The cars : MGF and TF development story (PR3) - 2 September 2018
- Concepts and prototypes : MGF during the MGA era (PR3) - 2 September 2018
- Around the World : Overseas operations - 27 August 2018