Fiat is bringing sexy back with their latest unconventional print advertisement featuring more than a dozen muscular and flexible artists/performers/models to who recreated the 2013 Fiat 500 Abarth Cabrio in an image.The brand unveiled its ‘Body Paint’ print ad in this year’s annual ESPN magazine body issue. The print ad will fit in with the special issue of the magazine, which focuses on athletes baring it all.

Fiat 500 Abarth Cabrio shows muscle

Abarth is to Fiat what AMG is to Mercedes Benz, or Motorsport (M) is to BMW. And the idea of the more muscular Fiat being shown off by a whole bunch of nearly nude muscles is genuinely quite clever

According to the agency, nothing of this scale had ever been attempted in the body painting world, a fact that made the whole project quite daunting when Fiat, their client, actually agreed to fund it.

The painting and photo shoot took over 5 days, working 12-14 hours a day with the performers to try and get the bodies shaped into something that resembled a car.

Using body artist Craig Tracy, Fiat has developed an interesting ad that is, according to the head of Fiat Brand North America, Jason Stoicevich, “as visually unique as the Fiat 500 Abarth Cabrio.”