Newly-signed BRW USA, Los Angeles helmer Mark Palansky tears ‘huddled masses’ from the mundane into the artful new 60' spot “Your Liberation” for Fiat out of GlobalHue, Detroit.
The spot, which premiered at the L.A. Auto Show, features people from many different social situations and with differing interests embracing their dynamic individualism. “Your Liberation” is Palansky’s first-ever commercial. Historically, he has a background in features…Credits include Penelope (Christina Ricci, James McAvoy, Reese Witherspoon) and The soit, which recently debuted during last Sunday’s Golden Globes.
"Your Liberation” opens on a man waking in bed, followed by the man feeding an infant morning milk. A voiceover begins, reciting a revised version of the famed sonnet “The New Colossus,” which is mounted within the Statue of Liberty… “Give me your tired, your fed up, your bored to death huddled masses.” We see shots of people at work, parties and even locked inside a computer… sleepwalking through life. The voiceover continues, “Yearning to breathe free, yearning to break free. Yearning for so much more.” We smash-cut to a shot of the Fiat 500 racing though the city and countryside. More voiceover declares, “Give me your new days full of promise and hope and new possibilities. Days faraway from the bonds of sameness… give me your liberation and I will return the favour.” Invigorated people painting, office cubicles covered in forest wallpaper and Fiat passengers flying kites from the 500 follow. The Fiat logo and tag “Simply more” closes out the spot.
CEO/President: Olivier Francois
VP/Group Account Director: Casey Hubris
Title: “Your Liberation” :60
Airdate: Currently Airing
Agency: GlobalHue, Detroit
SVP/Group Account Director: Carlos Munoz
EVP/Executive Creative Director: Vida Cornelious
VP/Executive Producer: Cathy Antoniello
Account Executive: Andres P. Calvachi
Production Company: BRW USA, LA
Director: Mark Palansky
Executive Producer: Gianfillippo Pedrotti
Producer: Ari Weiner
Editorial: STS-Griot Editorial, Ferndale, MI