MTV Star ‘Big Black’ Boykin Pitches ‘Big’ New Car in Goofy Videos for Fiat

Not a tiny man, not the usual tiny car

Chris "Big Black" Boykin holds Guinness World Records for eating five powdered donuts in three minutes and eating three bananas in one minute. Now comes his latest accomplishment—making the Fiat 500 look like a roomy car.

He's got help. Boykin, a former MTV star, is pitching the 2016 Fiat 500X, a crossover that's a good two feet longer than the tiny 500. The $31,800 car hit the market last month and, starting Friday night, Boykin hit the Internet with the first of a three-part custom digital series for Fiat called "Bigger is Better."

The eight-minute video features Boykin tooling around in his school-bus yellow 500X on "a mission to tackle all that life has to offer." In the first episode, that means enrolling in a ballet school with hopes of becoming a "ballerino." Put an ex-bodyguard comedian named Big Black in a dance studio with a gaggle of shy, spindly women and, well, you can watch for yourself.

The humor in "Bigger is Better" hovers somewhere between high school senior and college freshman and is pretty much what you'd expect from the guy who was one-half of the MTV series Rob & Big. But amid Boykin's natty one-liners—he informs a carful of tittering ballerinas that Fiat "is Italian, like myself"—the episode delivers some central branding messages for Fiat. Among these: The 500X is an energetic set of wheels that's also a pretty spacious car.

"This is an opportunity to prove the vehicle messaging that nobody is too big, that even someone of Boykin's big size can fit into the cabin and be comfortable in it," said Zack Smith, svp of branded content at Defy Media, whose Creative Lab unit produced the video. "But that message would only take us so far. Fiat wanted to see someone go on an adventure and had Boykin in mind as the perfect host."

It can't hurt that "Big Black" Boykin himself has a correspondingly big social-media presence, with 412,000 followers on Twitter and Facebook. 

Smith added that Fiat isn't necessarily hoping to draw a younger customer with the series but is aiming for "a stylish, tech-savvy audience." And tech-savvy is just what Fiat will get, since the Web-only video series will live on Defy's "Man Made" content site, promoted on social media using the hashtag #BigXFiat.