Campaign India Team
Apr 12, 2016

Tata gets Lionel Messi to pitch Tiago as 'Fantasico'

Watch the ad film conceptualised by Soho Square here

Tata has rolled out its launch campaign for the Tiago. Conceptualised by Soho Square, the film features its global brand ambassador, Argentinian footballer Lionel Messi.
 
It opens with a garage opening and Messi driving the car out. As he gets onto the road, he takes the car into a puddle of water, causing water to be splashed onto a group of children. As Messi puts out his hand to apologise, the children exclaim 'fantastico' as they look at the car and the footballer. At a hair saloon, a lady attending to a male customer is distracted by the car's presence outside and goes on to give the man a weird looking haircut. As she stops, she looks at the hair, surprised, but the man seems to be more than satisfied and says 'fantastico'. Then, Messi stops the car to look at signboards, which are obstructed by some colourful parrots. The GPS in the car navigates him, and the parrots follow the car and exclaim 'fantastico'. It ends with Messi reaching a football stadium and parking the car. As he displays his skill with a football and kicks it into the car, the ball comes back at him. Messi looks in shock and calls that 'fantastico', before the voice over introduces the car.
 
The film was released on social media on 6 April 2016.
 
Credits
 
Client: Tata Motors
Agency: Soho Square   
Source:
Campaign India

Related Articles

Just Published

17 hours ago

Tile trouble? Pidilite’s Roff has it all stuck together

Ogilvy ad fuses humour with utility, showcasing tile adhesives' unmatched durability through a hilariously chaotic yet relatable domestic mishap.

17 hours ago

Jaguar defends rebrand amid ‘vile hatred’ online

Jaguar could be facing its own Bud Light moment. However, its boss has defended the “bold” rebranding, saying the message had been lost in “a blaze of intolerance” online.

17 hours ago

Will community engagement help Uniqlo nail its INR ...

With revenues at INR 624.6 crore in FY23, the Japanese apparel company is focusing on personalised and digital marketing push to propel its growth.

18 hours ago

Upcountry consumers fuel 63% of India's short ...

According to estimates provided by the report, this category promises to be a $16–17 billion revenue opportunity by FY-2029 in the country.