Fiat takes big bet on Jennifer Lopez for US launch of small car Fiat 500

Actress and singer Jennifer Lopez seems to have become the ‘go to’ option for anxious marketers in the US. Currently she’s the face (or legs) of Procter & Gamble’s Venus razors and now Chrysler/Fiat is betting the house that she can persuade Americans to buy the sort of car they would once have been able to fit in the boot of their station wagon.

La Lopez has been signed up to front the launch of the Fiat 500 Cabrio and, first off, is a product placement deal in the new round of Monday Night Football on ESPN. Here’s the car in her new music video.

Not terribly convincing although Fiat marketing boss Olivier Francois says loyally: “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.

“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.'”

Well there you go. Lopez is also signed to appear in a Fiat 500 ad campaign in 2012. Will they go the gritty Chysler/Eminem route? Not very likely, it’ll probably be chic fluff.

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