Buying a car is a deeply emotional moment, but a lot of automotive ads end up stuck in a rut of product shots – or worse, voiceover product claims – and rarely stand out. Fiat’s ad, the top automotive commercial in this year’s FeelMore50™ list, takes a different route. Yes, it wants to convey a message – and lapses into voice over territory right at the end – but it gets there via storytelling and cheeky metaphor rather than boring claims. It’s a car ad that remembers to be charming, funny, surprising and human. The only loser is the poor old Italian gentleman who dropped the blue pill in the first place.