Fiat is looking to inject some sex appeal by banking on a branding alliance with Jennifer Lopez. Hot off its "500 by Gucci" New York reveal last week, with a Cinquecento adorned by the Italian fashion label, Fiat is now adding to its arsenal by focusing on a team-up with the stylish star.
Yesterday, Lopez's music video for the song "Papi" premiered around the world featuring the 2012 Fiat 500 Cabrio. Fiat has parlayed that connection into a 30-second trailer for the "Papi" video, which aired during Monday Night Football yesterday on ESPN.
At the beginning of the video, upbeat syncopations sonically mimic the frantic energy of people running through the streets to chase Lopez as she cruises around in a pearl white cabrio. Skateboarders clamor for her attention, and one alternative fan jumps on the hood of the 500 to say "I love you."
The video, naturally, descends into the tarantism you'd expect: wild booty-shaking choreography, that shows off both J. Lo's legs and the front and rear fascias of the pint-sized cabrio.
Fiat, for its part, sees J. Lo's career ambition as reflective of the lifestyle association it would like to attach to the car.
"Jennifer fits perfectly with the brand not because of who she is but because of what she is – authentic, passionate, modern and a fighter determined to stand out from the rest," said Olivier Francois, chief marketing officer at Chrysler. "As you look at her career path, she embodies the FIAT philosophy, 'Life is Best When Driven.'"