Italian automotive brand FIAT has entered into a collaborative partnership with Jennifer Lopez, launching the new relationship by showcasing its latest model in the singer’s new music video.
FIAT is to place its all new 2012 Fiat 500 Cabrio in Lopez's video for the single ‘Papi’, with the singer also set to make a number of appearances in FIAT commercials to be released later this year.
A 30–second trailer for the new video, featuring prominent shots of the new vehicle, had its debut unveiling on US television during a key football game and was also made available via the brand’s Facebook page.
"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, Chrysler Group.
The brand had previously launched a similar ‘prommerical’ partnership with Faithless, helping to fund the group’s new music video whilst also retaining the duo’s talents for direct commercial purposes. A model that appears to be an increasingly lucrative deal for artists eager to both offset production costs and widen their appeal through prime time advertising channels.
"They want to sell cars and we want to sell music, it's getting that symbiotic relationship to work, which is interesting and challenging, said Sister Bliss, founder member of Faithless, at the time of the collaboration.