The creative idea consisted of a triple page within one of the nude photo shoots (one simple page with the title followed by a double page). The idea to use a centrefold came from media and Playboy's commercial department - a format never used before for a product.

Furthermore, it required placing the centrefold in the middle of a photo shoot, in order to create more veracity and a differentiated impact.

“Stilo Connect became a Playboy centrefold”.

Despite the use of a media mix encompassing TV, PAY TV, cinema and Internet, the poster generated over 1,000 calls to the Fiat call centre (equivalent to 50% of the volume manufactured), requesting more information about the car.