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We’ve all seen the commercial where a fleet of brightly colored Fiats hits the water in Italy only to emerge in New York City.


On Wacker Drive between Dearborn and State streets

As an extension of that successful campaign, and to raise brand awareness in the Midwest, the Italian automaker floated four Fiat 500s (make that four Jet Skis flanting car bodies on top) along the Chicago River. Much like other onlooking boaters and pedestrians, River North photographer Paolo DeRosa was, at first sight, astounded. “I thought, ‘What’s going on here? Is Fiat making amphicars?’” Then it clicked—and so did his camera, catching the “cars” before they made their way to Lake Michigan to buzz Oak Street and North Avenue beaches.