FIAT USA…..and Jennifer Lopez?


We’ve all seen it.  We’re all talking about it.

There’s absolutely no doubt that the new Jennifer Lopez / Fiat 500 commercial is getting a lot of press these days. The ad, which is a 30-second trailer from Lopez’s “Papi” music video, has become quite controversial because it mostly shows Jennifer Lopez and very little of the Fiat 500. Additionally, the current US Fiat owner demographic has been vocal in questioning the choice of Lopez, particularly on Fiat USA’s Facebook Page.

Mix this with the fact that Fiat USA has changed their advertising agency, and delayed openings of dealers have impacted sales, and you have the making of a feeding frenzy for the critics in the media and the public.

For those of you who have been living in a cave for the past month, take a look:


The Fiat 500 has been sold in the US for the past 6 months, and the initial buyers have been those who, for the most part, have known and been waiting for Fiat to come back into the US market. Obviously Fiat needs to broaden its appeal and introduce itself to a whole new cross-section of people in this country who have no idea what a Fiat is.

This is where Lopez comes in, because whether you like her or not, it cannot be denied Lopez brings a shinning, super star light onto the 500, and this attention has translated into interest on the car.

As of today, the Jennifer Lopez’s “Papi” music video currently has had more than 14 million views on Youtube.

All this attention is working. According to Edmunds.com, analysis of their web traffic indicates that interest in Fiat has increased 31 percent since the Lopez / Fiat ad debuted on September 12 during ESPN’s Monday Night Football. And if there is any question of timing the ad placement during a football game, the largest spike in traffic to Edmunds came on September 18, when the ad was played throughout the day during NFL telecasts. Inquires on the Fiat 500 were up 95 percent.

Two days ago, Lopez / Fiat debuted their second ad. The commercial, titled “My World,” is voiced-over by Lopez, who is seen driving a Fiat 500 Cabrio as she travels through the streets of Manhattan to the Bronx where she grew up. The new ad explores her personal take on how life in the New York City borough continues to inspire her to be tougher, to stay sharper and to think faster. “My World” features the song, “Until It Beats No More,” from Lopez’s new album, “Love?” (Island Def Jam).

“The primary objective of ‘My World’ was to explore the story of Jennifer Lopez, who is a cultural icon. We watch as she leaves Manhattan and makes her way back to the Bronx, where she grew up and continues to be inspired by,” said Olivier Francois – Head of Fiat and Chief Marketing Officer and Brand Marketing Communications, Chrysler Group LLC. “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. That drive and determination is the common thread that is shared with the Fiat brand and our philosophy that ‘Life is Best When Driven.’”

The new commercial highlights the engineering and performance of the 2012 Fiat 500 as it explores the backdrop of urban life in and outside of New York City.

“The design, engineering and performance of the 2012 Fiat 500 is developed to react to the driver’s needs on the city streets as if it were born in the city and made for the city,” Francois said.

Here’s a peak at the second collaboration:

Okay…. for those checking out the ad just to see JLo, it may not be quite as ‘Hot, Hot, Hot’ as the first one, but we got that the first time around.  It’s time to focus on the FIAT now, don’t you think?

Come see us at Safford Fiat of Fredericksburg and take a look at the 2012 Fiat 500 in person.

 4535 Lafayette Blvd. Fredericksburg, VA, 540-898-7200

Jennifer Lopez in person?  We’re working on that…..

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2 thoughts on “FIAT USA…..and Jennifer Lopez?

  1. Usually I do not read post on blogs, but I would like to say that this write-up very forced me to try and do so! Your writing style has been surprised me. Thanks, quite nice article.

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