It’s channeled Elvis, taken over Times Square, and slipped into a Gucci racing stripe for New York Fashion Week. Now Fiat USA is promoting the Fiat 500 in a new 30-second trailer that’s breaking during ESPN’s Monday Night Football telecast tonight.
The Chrysler-owned brand struck a product placement deal to feature the 2012 Fiat 500 Cabrio in Lopez’s new music video, Papi, the latest single from her new album. As part of the agreement, Lopez will appear in commercials for the 2012 Fiat 500 which are scheduled to debut later in the year.[more]
“Like the FIAT consumer, Jennifer Lopez sees the world as her canvas and is not afraid to express herself; she is continuously drawn to projects that are authentic and real,” said Olivier Francois, Chrysler Group Chief Marketing Officer, in a press release. “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. As you look at her career path, she embodies the FIAT philosophy, ‘Life is Best When Driven.'”
Lopez — whose Twitter feed just teased the new spot to some 2.7 million followers with “are you going to watch monday night football tonight?” — is no stranger to product placement.
As Ad Age notes, Lopez’s other endorsement deals this year include serving as “Procter & Gamble’s global ambassador for Venus razors; the face of L’Oreal Paris’ EverSleek; the star of Gucci’s spring/summer 2011 children’s collection, as well as Tous Jewelry’s spring/summer collection.”
Promoting her own brand, she’s also appearing in commercials touting her upcoming fashion and home collection with Kohl’s — while estranged husband Marc Anthony is still producing his branded line of clothes and accessories for Kohl’s this fall.