“Fiat Uno is a car whose everything else is relative.” With this slogan we open a new set of Amarcord book that we will dedicate to the old commercials and video of Fiat. Loved and hated the now former home builder in Turin has, however, marked the lives of all of us.
To start we chose the spot of the Fiat Uno in 1983. The Uno was one of the most successful cars of Fiat. It was produced between 1983 and 1995 achieved a remarkable expansion not only in Italy but also abroad. In some countries such as Brazil is still sold today. A curiosity: the name one is to indicate its position in the range, or Type One, Type Two to differentiate it from that later took the name of Fiat Tipo.
This car came in 1983 to replace another legendary car, the Fiat 127. The manufacturer wanted to immediately give to one image of modernity and technology, presenting even in Cape Canaveral, home of the Space Shuttle launch pad. With its initial three engines – a 900cc 45 hp, 55 hp and a 1.1 from a 1.3 liter 68 hp – the hatchback aimed heavily on five-door model. The design was handled by Giorgetto Giugiaro, designer of the tip of the time.
Even the commercials that here we show brings a signature important: that of George Forattini. The characteristics of the Fiat Uno are illustrated in a style at once comic and ultra hi-tech, how it was so fashionable in the 80s. The light profiles to the Tron highlight the qualities of the One, highlighted by the voiceover. The car was so successful from the start, thanks to the advertising campaign, which became car of the year in 1984.
