J-Lo and FIAT? What Does It All Mean?

September 21st, 2011

J. Lo FIAT commercial

FIAT is showing its great TwinAir (small, high-performance engine) and the Abarth version of the 500 at Frankfurt. We don’t get those in the U.S., but we do get the Jennifer Lopez commercial for the 500 Cabrio.

If you’ve had some rare disease and missed it, watch after the break. It’s good.

In the course of her driving the Cabrio through New York, swarms of men give chase like dogs in heat, jump on the car, and finally dance with her. All to promote her new song, “Papi”—and of course the Cabrio.

You’ll remember that the Chrysler-FIAT team used Dr. Dre and Eminem in earlier and very successful ads. This one is at least as good—not just because of J-Lo’s star power, but because it conveys the image of the 500 as a city car, transfers J-Lo’s sex appeal to the car via the chase, and tells a cute story, as all ads must.

That sounds kind of clinical, but watch it and you’ll see what I mean.

A statement from Olivier Francois, Chrysler’s chief marketing officer, noted: “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.”

That, of course, is a lot of you-know-what.

Jennifer conveys a very strong, confident, athletic kind of sex appeal that is different and which, in the ad, transfers to the car. It fits perfectly with FIAT’s general message about the 500, which is something we mentioned back in May when we wrote about the Gucci version.

The appeal of the 500 is something beyond its cuteness. It’s the fact that it’s different, and the Gucci version epitomizes this. The basic car has gotten good reviews and, remember, it’s a city car, not a sports car.

So, all the elements of the ad work: the city setting, the music, the chase, the car and the girl. Ah tell ya, she shore is purdy—the car, I mean.

Do you like the J-Lo FIAT ad? Or is it, as some have said, “over the top”?

—jgoods

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  1. Randy
    September 22nd, 2011 at 06:31 | #1

    Chrysler needs to market towards the younger folks for the Fiat because us old geezers aren’t dumb enough to pay $16,000 + for an Italian cracker box. No doubt the kiddies will rack up a big debt loading on heavy options.

  2. September 21st, 2011 at 20:06 | #2

    Childish

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