‘Get Ready’ launched the Fiat 500 in North America. The film features slick documentary-style footage of cranes, robotic arms and other factory machinery whose movements create a mechanical ballet. Editing techniques, such as split-screen action and cross cutting, emphasise the fast-paced energy of the spot. Director Mark Kudsi found inspiration in romantic comedies. Action intercuts between two characters preparing for a blind date with each other. Instead of ‘boy meets girl,’ it’s ‘driver meets car’. Set to Vivaldi’s ‘Concerto in D Major’, the track builds action within the spot.
Are you credited on this winning entry?
If you've been awarded Wood Pencil or above, drop us your details for further information about how you can order your D&AD Pencil. If you've previously won In Book or a Nomination and would like to celebrate your achievement with a Wood or Graphite Pencil, please let us know.