The spot is aimed at winning a wider, more diverse audience for the 500 compared with the perceived market for rivals like the BMW Mini Cooper and Volkswagen Beetle. It is also meant to present the Fiat as a car that reflects authenticity, an elusive quality increasingly pursued by car companies.
In the commercial, called “My World,” Lopez provides the voice-over and is shown driving a white 500 convertible through Manhattan and into the Bronx where she came of age. The ad includes the song “Until It Beats No More,” from Lopez’s new album, “Love?” and is airing on national broadcast and cable networks.
“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, head of Fiat and marketing boss for Chrysler Group LLC. “That drive and determination is the common thread that is shared with the Fiat brand and our philosophy that ‘Life is Best When Driven.’”
Check out the video http://youtu.be/mJPCAEkcyqg
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