Handbuilt by Robots
- Client – Fiat
- Song – Figaro
- Composer – Rossini
- Arranged by – Vangelis
- Production Company – Hudson Films
- Director – Hugh Hudson
- Creative(s) - Paul Weiland and David Horry
- Agency – Collett Dickenson Pearce
- Year – 1979
“I can’t claim to be a fan of Rossini, but when asked to think about my favourite use of music in a TV ad, its hard not to go straight to Collett Dickenson Pearce’s 1979 masterpiece – Handbuilt by Robots for Fiat Strada.
“Directed by Hugh Hudson, famous for directing Chariots of Fire, the music used is the overture to Rossini's Barber of Seville arranged by Vangelis.
“The ad features a beautifully edited and choreographed sequence of production line robots constructing the Strada. The ad is a full two minutes long, which was exceptional at the time.
“It’s hard looking at this ad now to imagine it working with any other soundtrack. The emotive and expressive Figaro creates a wonderful counterpoint to the industrial machines of the production line. It lends a sense of playfulness and spontaneity to the robots, as well as to the synchronized driving sequence later in the ad.
“Often referred to as the greatest TV ad ever made, the music choice and arrangement is at the heart of its success.”
