Fiat Reveals New Global Ad Campaign With Diddy
Posted by Joseph Lee on 02.12.2014
And Pharrell's song "Happy"...
Billboard reports that Fiat has released its 2014 campaign which is called "Mirage" and features Diddy. This follows their 2011 campaign (featuring Jennifer Lopez and her single "Papi") and their 2013 campaign (featuring Pitbull and Arianna singing "Sexy People"). The 2014 ad features Pharrell Williams' "Happy" in the background and Diddy's "performance water" Aquahydrate (and his TV network Revolt).
The ad features two guys in the dessert when two 500L Fiats full of sexy women show up playing "Happy" and Diddy offers them a bottle of Aquahydrate, which are ignored as mirages. Later, they reach a party with a banner that says "Revolt" and Diddy again gives them the water and they still ignore it as a mirage. This is because Fiat only makes two-door cars, according to the men. It's what Chrysler chief marketing officer Olivier Francois calls a "triangulation of brands."
He said: "Fiat could never write a check for an appearance from Diddy. But we are able to offer something instead. The connection. The exposure. The triangulation of brands. Is it product placement? Of course it is. It's Diddy's products in our ad. But it makes as much sense as water in the desert. And in return, we get something unique. Him. It's a global partnership."
"Happy" was licensed for the commercial. It's currently on the Despicable Me 2 soundtrack album and was nominated for an Academy Award. It's #8 on the Hot 100. Francois heard the song early in the process when Williams invited him to the studio to hear new material for a future collaboration.
Francois added: "There was one song that stuck in my head: 'Happy'. That song and the Fiat brand were a match made in heaven. Music is the connector between us, the artist and another story."
His campaigns have also featured the "Imported from Detroit" for the Chrysler 200 (featuring Eminem) and the "America's Import" Super Bowl spot with Bob Dylan (11 million views on Youtube, #1 on USA Today's ad meter for the Super Bowl).