LOCAUTO RETURNS TO TV AND BREAKS THE MOLD OF AUTOMOTIVE COMMUNICATION WITH AN IRONIC CAMPAIGN WITH A STRONG VISUAL IMPACT

Trento, Oct. 22, 2025 – Locauto Group, a leading Italian car and commercial vehicle rental company with more than 110 locations throughout Italy, is back in communication with a new TV spot that marks an evolution in brand language and in the way it tells the story of mobility.

In line with the communication activities undertaken in recent years, Locauto returns to break the mold of traditional automotive communication, reinterpreting its codes in an ironic and intelligent way. The story opens like a classic car commercial, with images of strong visual impact, epic music and a solemn narrator’s voice: all elements that seem to lead toward the launch of an exclusive new model, with the narrative being reversed in the finale, when Locauto itself enters the scene, changing expectations and bringing its own idea of mobility to the center: flexible, accessible and always present.

The campaign, conceived by McCann Worldgroup Italy, produced by Think Cattleya and planned by UM Italy, confirms Locauto’s vocation for innovation and ability to stand out with a distinctive, ironic and recognizable communication style. The new commercial does not simply promote a rental service, but becomes a statement of intent: Locauto continues to redefine industry codes, telling its vision of the relationship between people and cars with originality and personality.

Comments Giuliano Benaglio, Chief Marketing Officer of Locauto Group: “With this new campaign we wanted to try for the umpteenth time to change the status quo in communication, using those communication codes that have distinguished us from our competitors for years, this time overturning the typical canons of automotive communication. The whole film perfectly represents our approach: ironic and contemporary, listening to people and their needs, proposing concrete solutions for each use case. Locauto continues to distinguish itself not only for the quality of services offered, but also for the audacity of communicating in an authentic and surprising way.”

The spot, available in a 30” version and three 15” cuts, will be on air from Oct. 22 to Nov. 8 on Mediaset and Rai networks, as well as on Mediaset Infinity in addressable TV mode. Planning will continue through Nov. 19 on digital platforms YouTube, Instagram and Facebook, with an integrated strategy combining television and social channels to maximize coverage and audience engagement.

WATCH THE SPOT.