For the promotion of Fiat 500 vehicles, the automobile manufacturer used folk wisdom. The Leo Burnett Iberia agency developed a series of prints featuring two people, who step forward with contradictory sayings like “No pain — no gain” vs. “Better safe than sorry”, “Good things come to those who wait” vs. “The early bird catches the worm”, “Two heads are better than one” vs. and so on.

The idea is that there are more than 500,000 ways to customize a Fiat 500, and you will be always right no matter which of them you choose: “Endless possibilities. None of them wrong.” With the new auto you can be sure that any of the options is OK., just because it’s yours.