Summary
- Campaign: Fiat 500 featuring Jennifer Lopez
- Focus: Positioning the Fiat 500 as a stylish, authentic, and essential accessory for modern urban life
- Core Message: The Fiat 500 is the perfect companion for those who remain true to themselves while navigating a fast-paced, glamorous world.
- Key Insight: Fiat wanted to introduce the 500 to a broad American audience by associating it with a globally recognised icon, Jennifer Lopez. As both a Bronx native and a global superstar—perfectly mirrored the car’s identity as a humble “people’s car” with high-fashion appeal.
In 2011, Fiat launched a major partnership with Jennifer Lopez to promote the Fiat 500 as part of its re-entry into the U.S. market. The campaign consisted of three primary components: music video product placement, a high-profile live performance, and a series of “My World” television commercials.
Ad plot
1. The “My World” Commercials
The centerpiece of the campaign was the “My World” spot, released in October 2011.
- Lopez is seen driving a Fiat 500 Cabrio from Manhattan back to the Bronx, passing through her childhood neighborhood.
- Through voiceover, she explains that these streets inspire her to be “tougher, stay sharper, and think faster”. The ad ends with the tagline: “Life is best when driven”.
- The ad featured her song “Until It Beats No More” from the album Love?
2. Music Video and “Papi” Collaboration
- The Fiat 500 prominently appeared in the music video for her single “Papi”. A 30-second “trailer” of the music video was also used as a standalone TV commercial during Monday Night Football.
- At the 2011 American Music Awards, Lopez incorporated a live Fiat 500 into her performance of “Papi,” dancing alongside the vehicle on stage.
3. “Elegance” Commercial
Fiat also released a specialized spot called “
Elegance” to promote the Fiat 500 by Gucci edition. This commercial focused on the car’s Italian design details as Lopez drove through the New York City skyline, emphasizing high-fashion and luxury.
Reception & Recall
The campaign sparked significant conversation and high brand visibility, though it also faced its share of “meta” controversy that actually increased its reach.
- The ad successfully elevated the Fiat 500 from a “small car” to a “fashion statement.” Viewers recalled the visual of J-Lo behind the wheel, which helped the car compete with premium rivals in the minds of style-conscious buyers.
- Using J-Lo’s hit single ensured the ad felt like a music video, making it highly palatable for younger audiences and ensuring it didn’t feel like a “boring” car commercial.
“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.’
Controversy around the campaign
The campaign faced significant public backlash when it was revealed that Lopez did not actually travel to the Bronx to film the “My World” commercial.
- Reporters discovered that her close-up scenes were filmed on a soundstage in Los Angeles, while a body double was used for the shots of the car driving through the Bronx.
- Critics mocked the ad’s focus on her “Jenny from the Block” roots, calling it “unauthentic”. This backlash is part of why Fiat pivoted to the more aggressive, “Bad Boy” style of commercials (like the Abarth “Seduction” ad) shortly after.
