I don't know who Fiat and their ad agency, The Richards Group, think they're fooling, acting like their "incredible concept" is something unique.
Anyway, the agency hired local circus performers, artists and contortionists and body painter Craig Tracy to "make" the Abarth.
The ad is running in the current "Body Issue" of ESPN the Magazine.
At the least, the Richards ad honchos in the below video could have tipped their hats to Aussie agency Clemenger BBDO, who created the exact same idea last year for a road safety billboard — excepting they used men and women.
But, you see, ad creatives don't like to acknowledge the ideas of other ad creatives (trust me).
See the Australian ad below the Fiat video.