OREANDA-NEWS. December 11, 2015. The FIAT brand was awarded the esteemed The Joe award for its Fiat 500X "Blue Pill" commercial. The award, selected by local journalists, was presented during the annual awards show this past Wednesday, Dec. 2. The Ram Truck brand received a total of nine awards across television and online, including multiple CRAFT awards for its 2015 “Courage Is Already Inside” campaign, celebrating the character of strong women who have worked hard to overcome the odds to achieve their goals, in addition to a music accolade for its campaign "Roots and Wings," the song Grammy® Award-winner Miranda Lambert wrote especially for the Ram Truck brand, and the cornerstone of its marketing initiative launched earlier this year. The three campaigns were created in partnership with Dallas-based The Richards Group.
 
FCA US LLC earned 13 awards in all, including “Consumer TV – Single Over :30” for both the Fiat 500X "Blue Pill" and the Jeep® brand’s “Beautiful Lands” ads. Adcraft’s advertising awards took place at Detroit’s Masonic Temple. Awards are given for work done in the last year with categories including print, TV, integrated branding, digital media, social media, graphic design and innovative marketing.
 
The Fiat 500X "Blue Pill' video playfully and cheekily introduced the FIAT brand’s all-new 2016 Fiat 500X crossover. Filmed in Pitigliano and Sorano, Italy, and featuring Italian actors Nini Salerno and Adele Pandolfi, the spot follows the epic journey of the the Fiat 500X "Blue Pill" as it slips through the fingers of an amorous Italian, skipping across rooftops, down a drain pipe, bouncing off villa walls, pinging across caf? tables and eventually dropping into the open fuel tank of a Fiat 500. Given the "Blue Pill," the vehicle becomes a “bigger, more powerful and ready for action” 2016 Fiat 500X crossover. The video can be viewed at www.fiatusa.com.
 
“Our culture at FCA encourages us to lead and to innovate,” said Olivier Francois, Chief Marketing Officer, FCA Global. “The campaigns recognized at the D Show this week are reflective of that spirit, and to have it embraced by the local advertising community has special meaning for us here in Detroit.”
 
The Fiat 500X "Blue Pill” ad first debuted as a longer-form video at the October 2014 Paris Motor Show during the FIAT brand’s global reveal of the all-new 2016 Fiat 500X. It became a viral sensation, receiving nearly 10 million views online and prompting the decision to air it this year during the Super Bowl telecast, and currently has amassed over 30 million worldwide web views.  
 
Following this past year’s Super Bowl telecast, FCA US creative took three of the Top 15 spots in the 2015 USA TODAY Ad Meter poll that ranks commercials that air during the big game, and placed #1 in the automotive category. (The Fiat 500X "Blue Pill" took the #3 position overall and #1 in automotive category; Dodge brand’s "Wisdom" took the #6 position and Jeep brand’s "Beautiful Lands" placed #15 overall.). Automobile Magazine also named the Fiat 500X "Blue Pill" and the Jeep “Beautiful Lands” ads in its 2015 list of “Our 6 Favorite Automotive 2015 Super Bowl Ads.”