Whatever your reason, there's an Argo for it.

Argomentos was a national digital campaign for the Fiat Argo in Brazil — built on a wordplay between the car's name and argumentos (Portuguese for "reasons").

The idea was simple: instead of selling one lifestyle, sell the car as a fit for all of them. Each execution targeted a different audience segment with its own argument — personality, practicality, style, freedom, showing that whatever your reason, Argo had an answer for it.