The lovely Miss Jennifer Lopez is back behind the wheel of a Fiat 500, but instead of appearing more like a music video compared to the last Fiat 500 spot (you know the one where she shakes her hips), this one is a little different. Fiat has released its first "real" commercial featuring the 500 and J.Lo.
Last month, Monday Night football fans were surprised to see a 30-second spot featuring Miss Lopez shaking her thing in front of a white 500 cabrio, which was reportedly the first of a string of advertisements the celebrity and automaker were collaborating on. Many experienced mixed reactions about what the spot was trying to advertise, and why it first aired when it did. But Fiat defended itself and referred to it as more of a trailer for Jennifer’s new “Papi” song than a Fiat commercial.
Now, the first real commercial advertising the Italian car can be found below. Titled “My World,” the ad focuses more closely on the brand’s core values (passion and simplicity), while keeping in line with its philosophy that “Life is best When Driven.” Jennifer drives a 500 cabrio through the streets of her hometown in the Bronx in New York City, while her song “Until It Beats No More” plays in the background.
“The commercial tells the story of how the simple elements of our upbringing can help explain who we are, where we’re going and serve as a source of inspiration to achieve our goals in life,” said Olivier Francois – chief marketing officer and head of brand marketing communications for Fiat-Chrysler.
Francois hopes Jennifer will be an effective spokesperson in increasing awareness of the Fiat name among consumers. The Italian automaker has struggled to meet its monthly sales goal of 6,000 units a month, selling only half of its initial sales target. "I don't think we have a car problem; people love the car. I think we have an awareness problem," Francois told Ad Age. Impatto, the ad agency that headed Fiat’s re-launch into the U.S., created the “Drive In” spot, but was ultimately let go in favor of the Southfield, Mich.-based Doner ad agency.
Until the Abarth comes to the U.S. next year, followed by Alfa Romeo in 2014, Fiat is hoping the Latin star will help spice up interest and sales in the meantime.
Source: Chrysler, YouTube, Ad Age