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Trending: The power of 12 female bodies

By Satrajit Sen , afaqs!, New Delhi | In Digital | July 17, 2013
The video describes making of the print ad on YouTube; it has already crossed 4 lakh views since it was uploaded on July 8.

If you wondered what the best way is to sell a Fiat 500 Abarth Cabrio, the answer is painting up a dozen of semi-naked women. Fiat has created a very special 500C Abarth print ad for ESPN's annual Body Issue. It "built" the car out of athletes using body artist Craig Tracy along with several flexible and muscular models who took the shape of the 500 Abarth. Several contortionists were also used to reproduce the lines of the car.

The Fiat Abarth ad

The video describes the making of the print ad on YouTube. It has already crossed 4 lakh views since it was uploaded on July 8.

Jason Stoicevich, head, Fiat Brand North America describes the print ad as being "as visually unique as the Fiat 500 Abarth Cabrio." The annual edition of ESPN The Magazine's Body Issue is now available at newsstands.

Looking closer, there was no Photoshop intervention involved. Instead, ad producers hired local circus performers, artists, contortionists and a renowned body painter, Craig Tracy, to adorn and configure the women into a shape that resembles the Fiat car.

"Some agencies push products. Some sell ads. We tell the truth. The truth, as you know, can set you free. It can hurt. It can make you laugh. It never fails to make you think, and it always makes you listen," The Richards Group, the creators of this ad, says about itself on its website.

('Trending' is a section about videos that are catching people's fancy on social media)

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