The North American division of Fiat has launched its second commercial about Jennifer Lopez featuring the new 500 Cabrio. And no, we’re not the ones to get it wrong here but Fiat’s advertising agency which seems to have got its priorities confused.
While we get to see more of the Fiat 500 Cabrio than the first online ad with J. Lo, the commercial, title “My World” continues to focus on the “actress, entertainer, philanthropist and entrepreneur” with her song “Until it beats no more” playing on the background.
The commercial shows J. Lo as she drives through the streets of Manhattan to the Bronx where she grew up, providing a glimpse or two of the ragtop Fiat. And yes, the theme does bring to mind the Chrysler brand’s “Born in Detroit” commercials, but the execution leaves a lot to be desired.
“The primary objective of ‘My World’ was to explore the story of Jennifer Lopez, who is a cultural icon,” explains Olivier Francois, Head of Fiat and Chief Marketing Officer and Brand Marketing Communications, Chrysler Group LLC.
“We watch as she leaves Manhattan and makes her way back to the Bronx, where she grew up and continues to be inspired by. 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’.”
Take a look at the new J. Lo / Fiat 500 Cabrio spot in the video and share your thoughts in the comments section.
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