The “Built by Robots” advert for Fiat aired in the UK at the end of the 1970s and early 1980s. It showed a car being assembled entirely by robotic arms, set to dramatic classical music. The campaign was striking at the time because it suggested a futuristic, almost science fiction vision of car production, and it stood out against the more traditional car adverts of the era. The advert was filmed inside Fiat’s Mirafiori plant in Turin, which had recently installed one of the largest robotic prod
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