TURIN, Italy -- Fiat has hired actor George Clooney for an ad campaign that will appear across Europe.
The campaign aims to capture more female buyers for Fiat's slow-selling Idea small minivan.
In the 30-second TV spot, a young woman driving an orange Idea stops at a villa in the Italian Alps. She gets out of the car, opens the passenger door and walks away.
Intrigued by the open door, a passing jogger, played by Clooney, gets into the car. He is so impressed by its features that he lies back and relaxes.
The woman reappears, locks the car's doors by remote control and traps Clooney inside.
She drives off with a triumphant smile.
The ad's closing line is: "George not included."
Roberto Zuccato, Fiat Auto S.p.A.'s chief of communications and institutional relations, says the automaker wants the ad campaign to promote the Idea's styling and standard equipment. Its message, he says, is that "no one can resist its charm."
The commercial, created by Leo Burnett Worldwide, won several awards at this year's Cannes Advertising Festival in France. It was launched in Italy last month and will be broadcast in other European countries this fall.
Fiat was one of the first European automakers to use movie actors in its TV spots. In the past five years, it has used Harrison Ford to promote its Lancia Lybra and Catherine Zeta-Jones to advertise the Alfa Romeo 156 Sportwagon.