Fiat
The Motherhood
Role: Copywriter
“Viral hit of the year!” - The Sun
The Brief
This video was created when parental raps were pretty much genre of their own on YouTube. Fiat wanted IN to celebrate the release of their new, bigger and roomier version of the Fiat 500 aimed at parents. The primary aim was to drive awareness of the new model and make viewers laugh, and wince with recognition.
The Creative
Until this point, the parental rap genre had been largely about focussing on the positives but we wanted to subvert the expectation and bring some truth and highlight the hardships. Creative agency Krow set the strategy and the creative idea, and we took care of the music, lyrics, casting and direction.
The Results
The Motherhood did resonate with parents, hard. It racked up 4.9 million predominantly organic views on YouTube as well as international press coverage.
Although the goal was brand awareness, it also resulted in 48 test sign-ups for test drives and helped convert 191 pre-orders, delivering £2.5m of revenue.
The devil is in the details…
“Who knew someone could create a rhyme containing “episiotomy scars,” “orgasm faker,” and “placator.” This is great! The car looks cool, too.”
“OMG I know the words by heart already :D It’s hilarious! FiatUK you’re champions! ”
This is my crib, and these are my babes…
One of the best things about working on this project was spending hours trawling parenting forums and blogs looking for hilarious, heartwarming and honest stories to inspire the lyrics.
This was the first time in my life that rap lyrics I’d written went beyond singing in the shower and out to an audience of millions. To this day, getting ‘with my elbows deep in infant defecation’ and ‘we compare cesarean scars, episiotomy stitches’ into the script and past the brand manager remains one of my proudest career moments.