The ubiquitous Jennifer Lopez is teaming up with Fiat in a collaboration that will have the American Idol judge and recent Vanity Fair cover girl fronting for the brand.
A 2012 Fiat 500 Cabrio features prominently in Lopez’s new music video, “Papi,” the latest single from her new album Love? A 30-second trailer from the video appeared on Monday Night Football on ESPN and will be featured on Fiat's Facebook page and YouTube channel.
Later this year Lopez will appear in Fiat commercials. A rep at Chrysler, which is reintroducing the Italian brand into the U.S., declined to comment on those spots. Last month, however, Lopez was seen in Los Angeles in a Gucci dress, filming what appeared to be commercials for the Fiat 500 by Gucci model. There has been recent speculation that Fiat has split with its marketing partner, Southfield, Mich.-based Impatto. The rep declined to comment on that working relationship or to identify which agency has been filming the new Lopez spots.
Fiat has relied heavily on event marketing to reintroduce the brand to U.S. consumers after an absence of a quarter century. The brand used New York City's recent Fashion Week to boost its brand image through association with fashion.