9. Fiat Strada: Built by robots

It shows the Strada’s construction set to a rousing classical soundtrack

The ad

It shows the Strada’s construction set to a rousing classical soundtrack. Every aspect of the factory line is fully automated, with robot arms assembling and painting each part of the car, and transporters moving autonomously across the floor to deliver partially built chassis to the next stage. It finishes with a line of six Stradas driving around a track and then up on to a moving car transporter.

The expert view

“A visual feast. For the audience in 1979 this was as close to sci-fi as you could get. It was like watching two minutes of the Star Wars movie – no one had seen anything like it before. The ad also makes it seem like lots of care has gone into building the cars.”

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