From a marketing perspective, how bad is Fiat’s commercial with Jennifer Lopez (JLO)?

by on September 23, 2011

The short answer is that the commercial is bad, really bad, horrendous. If you have not seen the commercial, I have posted a YouTube video of the commercial below.

You have to wonder what Fiat's marketing objective was with this commercial. What were they trying to tell the viewer? Honestly, I'm not really sure and that's the first thing that is wrong with the commercial. My best guess is that they want to show that their little car is zippy, fun to drive, and attractive. The problem is everything else happening in the commercial really distracts the viewer from that core message. I'm left wondering why everyone is chasing the car and why a motorcycle is jumping over a bus. Is it because they love JLO or because they love the car?

Secondly, does Fiat really expect us to believe that Jennifer Lopez drives one of their cars? We can easily believe that Justin Bieber uses Proactiv or that Joan Rivers wears her line of jewelry. Those endorsements are believable. Maybe we could believe that JLO rides around in an Escalade, BMW or Jaguar, but not a Fiat.

The worst thing about the commercial comes at the end when she all the sudden busts out some horrible dance move. From a marketing perspective, how does this help convey Fiat's message (whatever that message is)?

Fiat should leave the celebrity endorsement commercials to Chrysler who did an awesome job with their Eminiem ad (see below):

{ 3 comments… read them below or add one }

Marian October 7, 2011 at 3:29 pm

Thank you! I used to be in advertising and was excised due to my age (not my creativity) this is about the worst commercial ever! It doesn’t even show the (FIAT) fix it again tony car and she moves horribly in front of the car. Just because she has done Idol she should be on all these commercials! Don’t get me wrong, I don’t hate her, but she has made sure I would never buy another thing at Kohl’s, buy a FIAT, and or buy any makeup from her and her arched back. Isn’t she making a living on her films and music that she has to take away from more talented people?


Lorenzo October 27, 2011 at 1:04 pm

I couldn’t agree more. I am a photographer that lives in LA, I have an Italian background, and was about to buy a FIAT as it would be a great city dwelling car. But by embracing JLo who could they possibly be targeting??? Their ads made me NOT want to buy this car. And they killed any chance of a straight male ever buying one as they don’t want to hear from their buddies “Isn’t that the JLo mobile?”. I’d love to shoot a documentary where I go directly to the ad exec ala Michael Moorer style and say “what could you possibly be thinking?”.


Bob C December 28, 2011 at 4:09 pm

I’m with the majority of critics and public who agree this was the WORST commercial of the year! In case there is any question: this was the WORST commercial of the year!this was the WORST commercial of the year!this was the WORST commercial of the year!


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