en love their cars. So, what�s new? Nothing, except that Fiat is out with its new advertising campaign that shows Palio NV owners making much ado about their four wheels. The five-ad series that broke on television recently speaks about the "passion of owning a Palio".

One of the ads opens to the shot of a young man in his Sunday casuals cleaning his car lovingly as if he is in his backyard. Disheveled hair and a crazed smile playing on his lips (caught in the reflection on the window pane) are signs enough of his obsession with his Palio NV. Cut to the next scene and the viewers realise that the young man is, in fact, at a traffic stop waiting for the lights to turn green. As they change, he gathers the sponge and the bucket of water and drives off. Only to stop at the next red light, step out of the car, paraphernalia in hand, to lovingly wash it again. "Once you�re hooked, you love it," announces the MVO. "Not drivers. Only lovers," the slug line follows. ... more