Chrysler partners with J-Lo for Fiat campaign

September 21, 2011 12:00 AM

Chrysler made waves during the Super Bowl with their "Imported from Detroit" ad, which featured music superstar Eminem. Now, the Chrysler's brand's new owners, Fiat, are trying a similar strategy with the launch of their new car, the 500.

The brand has chosen to partner with Jennifer Lopez for the launch of the new vehicle. The car features prominently in the video for her new single, "Papi," and the singer is seen driving the vehicle at several points throughout the song. Keeping with their football strategy, Fiat edited a 30-second clip of the video to use as their new commercial, which was aired during this week's Monday Night Football. Lopez will be appearing in additional commercials later this year.

"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, Chief Marketing Officer for Chrysler. "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."

Buying a brand new car like the Fiat 500 can be gratifying, but drivers should ensure that they keep up with their tune-ups and vehicle inspections to keep their new vehicle in working order.

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