* Advertising campaign for Fiat 500L debuts Thursday, February 13, across television
* Introduces Fiat 500L tagline “Unbelievably Big” - FIAT Brand North America will launch a
new global advertising campaign featuring entertainment powerhouse Sean “Diddy”
Combs this week entitled “Mirage.” The advertising campaign, which debuts
across television beginning on Thursday, February 13, introduces the new Fiat
500L tagline, “Unbelievably Big.” The commercial, which will run
nationally and internationally, can be viewed at FIAT USA YouTube page.
“Given the huge role that both pop culture and music play for
the FIAT brand, the opportunity to work with Sean ‘Diddy’ Combs on ‘Mirage’
made as much sense as taking water into the desert,” said Olivier Francois, Chief Marketing Officer, Chrysler Group LLC. and Fiat
Group Automobiles Head of Fiat Brand. “Like the Fiat 500L, Sean has
shown the ability to think unbelievably big, as evidenced recently by the
launch of REVOLT.”
"The Fiat 500L is a great addition to our portfolio and
is expanding our brand's presence in the U.S. market," said Jason
Stoicevich, Head of FIAT brand North America, Chrysler Group LLC. "With
two more doors, comfortable accommodations for five and 42 percent more
interior space than our regular 500, the Fiat 500L offers the modern Italian
style that our customers love while adding new levels of flexibility comfort
and convenience to fit their active lifestyle."
In the new commercial, two guys, lost and desperate in the
desert, witness two Fiat 500Ls pass by, one with “Diddy” inside, who calls out
to them, but they dismiss him as a mirage. The pair ultimately stumbles
upon a desert oasis where an unbelievable party hosted by REVOLT is in full
gear. “Diddy” greets them and encouragingly says, “Welcome to the soiree.”
However, the pair rejects his invitation to the party, attributing the whole
thing again as a mirage, after pointing specifically to the Fiat 500L,
believing that “FIAT doesn’t make a four-door car.”
The commercial challenges the notion that the FIAT brand
only makes small cars. Further highlighted by the tagline “Unbelievably Big,”
the Fiat 500L expands the FIAT showroom, offering the consumer with additional
choices that best meets their needs. More information can be found at
www.fiatusa.com.
Combs’ recently launched REVOLT, www.revolt.tv, is the new
#1 name in music. Available on Comcast’s Xfinity TV and Time Warner Cable, the
multi-genre, multi-platform music network delivers music news in real-time, and
the best of the best in music programming. A "social by design"
network built to play at the speed of social media, REVOLT is live, direct, and
always on — anytime, anywhere, any screen.
Exclusive behind-the-scenes video of the making of
the “Mirage” commercial will be also released daily through REVOLT's
Instagram account after the commercial premieres on television, with an
extended look to be available at www.youtube.com/revolttv.
"Happy," the Academy® Award-nominated song
performed by American singer and producer Pharrell Williams, from the
“Despicable Me 2” soundtrack album, plays in the background of the party.
“Mirage” was
created in partnership by full-service advertising agency, Doner.
About Sean “Diddy”
Combs
SEAN COMBS, the CEO and founder of Bad Boy Worldwide
Entertainment Group is a multifaceted entertainment powerhouse. Sean “Diddy”
Combs was declared “One of the Most Influential Businessmen in the World” by
Time Magazine and CNN. Combs, 43, oversees one of the world's preeminent urban
entertainment companies, encompassing a broad range of businesses including
recording, music publishing, artist management, television and film production,
recording facility, apparel, fragrance, spirits and the new music network,
REVOLT.
About the All-new
Fiat 500L
Expanding on the style, efficiency and driving enjoyment
that has made the Fiat 500 an icon for more than 55 years, the all-new 2014
Fiat 500L expands the Cinquecento’s appeal by offering 42 percent extra
interior space with comfortable seating for five, engaging driving dynamics, a
160-horsepower 1.4-liter MultiAir® Turbo engine and two fuel-saving, six-speed
transmission offerings, all wrapped in contemporary Italian design.
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