It’s just a fantastic marketing initiative and of course the cute 500 is involved. Following the social networks trend of the ASL Ice Bucket challenge, Fiat decided to do it using a 500 that communicates its intention using its headlights. That’s how the small Fiat tells us that it wants to “rise the awareness about ALS and support the research against it”. The funniest thing is that at the end the car passes the bucket to the Volkswagen Up!, Renault Twingo and Mini. Now it’s their turn. ASL stands for Amyotrophic lateral sclerosiss and is a neurodegenerative disorder that’s characterised by muscle spasticity, rapidly progressive weakness due to muscle atrophy, and difficulty in speaking, swallowing, and breathing. More than 5600 people are diagnosed every year in USA.
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