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Library/Campaign/Fiat Operation No Grey
Grade B21 sourcesHIS-00582

Fiat Operation No Grey

Campaign · 2023 · Notable

48Editable slideCertificate

Fiat ended grey-car production with a CEO dunk film that passed 10.2M YouTube views.

Original · Fiat / Leo Burnett Italy / Twister Film
Clip · Fiat on YouTube
FIAT | Waiting for… operation No Grey
Fiat on YouTube
Fiat Ditches Grey and Dunks CEO into a World of Colour
Leo Burnett Italy (via Little Black Book)
Leo Burnett Italia’s “No Grey” Wins 2023 ADCE Grand Prix
The One Club for Creativity
Stellantis brand Fiat | no grey
The One Club / ADC Europe
Art Directors Club of Europe Announces ADCE 2023 Creative Rankings
The One Club for Creativity
FIAT | Operation No Grey​
Fiat on YouTube
Fiat Dunks A 2024 600e Into A Bucket Of Paint With Their CEO Behind The Wheel | Carscoops
Carscoops
Fiat Says No To Making Bland Grey Cars - Jalopnik
Jalopnik
Fiat annuncia lo stop alla produzione di auto grigie con la campagna “Operation No Grey”: firma Leo Burnett
Engage
Fiat streicht die Farbe Grau bei allen Modellen
Auto Motor und Sport
Fiat's 'No More Grey' - Anatomy of a Campaign — Sookio
Sookio

Spread Score

How it works
Reach50ContagionNo data yetBreadth30Velocity69LongevityNo data yet48

Numbers

YouTube full film, live counter; one official upload
10.2M
As of Oct 14, 2026 · YouTube · YouTube / Fiat
Peak date
Week of Jun 26, 2023
Jun 21 ’23 to Week of Jun 26, 2023
Platforms
4
Started on YouTube
Origin
Stunt
Auto & mobility

Mechanics

  • Real-world spectaclePrimary
  • Mystery & lore
  • Transgression
  • Platform jump
  • Controversy

How it spread

Trace the origin

Fiat’s CEO was filmed inside a car lowered into orange paint. Fiat then announced it would stop producing grey cars. Automotive press and car forums discussed the decision. The full film’s YouTube counter passed 10.2 million views.

Dates use the stated precision; chart positions are date anchors.

Jul ’23AugOctNovDecJan ’24MarMayYouTubePressOpen webFacebook
YouTubePressOpen webFacebook

14 more events on this chart

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Timeline (17)

  1. June 2023

    Fiat seed · Jun 21 ’23

    Fiat released the teaser showing its CEO and a grey 600e being lowered into orange paint.[1][2]

    Fiat Ditches Grey and Dunks CEO into a World of Colour
    Open the first post ↗

  2. Carscoops press · Jun 23 ’23

    Carscoops reported that bystanders watched the CEO and car being submerged in orange paint.[3]

    Fiat Dunks A 2024 600e Into A Bucket Of Paint With Their CEO Behind The Wheel | Carscoops

  3. Fiat owner response · Jun 26 ’23

    Fiat released the full film and announced it had stopped producing grey cars.[2][4][5]

Changelogupdated Oct 16 ’26
  1. 2026-10-16Revised 5 numbers
  2. 2026-10-14Added: 16 events, 20 sources · Score 48 · Fact-check passed (33 claims)
Origin
Stunt
Sector
Auto & mobility
Region
IT
YouTube full film, live counter; one official upload
10.2M
As of Oct 14, 2026 · YouTube · YouTube / Fiat
Evidence
Grade B

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128.1M views

New cases, every week

How the next thing spread, the week it does.

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Jul ’23AugOctNovDecJan ’24MarMayYouTubePressOpen webFacebook
YouTubePressOpen webFacebook

14 more events on this chart

Join free to see them

  1. June 2023

    Fiat seed · Jun 21 ’23

    Fiat released the teaser showing its CEO and a grey 600e being lowered into orange paint.[1][2]

    Fiat Ditches Grey and Dunks CEO into a World of Colour
    Open the first post ↗

  2. Carscoops press · Jun 23 ’23

    Carscoops reported that bystanders watched the CEO and car being submerged in orange paint.[3]

    Fiat Dunks A 2024 600e Into A Bucket Of Paint With Their CEO Behind The Wheel | Carscoops

  3. Fiat owner response · Jun 26 ’23

    Fiat released the full film and announced it had stopped producing grey cars.[2][4][5]

  1. peak · Week of Jun 26, 2023

  2. platform jump · Jun 27 ’23

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Why it worked

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