AUBURN HILLS, Mich., Feb. 12, 2014; “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 500L’s 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.