US rapper Sean ‘Diddy’ Combs stars in new Fiat campaign

Fiat is launching a global marketing campaign aimed at raising awareness of its larger Fiat 500L model with an ad starring US rapper-turned-businessman Sean ‘Diddy’ Combs and introducing the strapline “Unbelievably Big”. 

Video: Fiat’s new ad for the Fiat 500L

https://www.youtube.com/watch?v=XBtVOmhnw-k

The “Mirage” ad, created by ad agency Donor, shows two men lost in a hot desert who then see two Fiat 500L models drive past, the first full of women and the second with Combs in the driving seat. The men dismiss what they see as mirages.

They later find the cars and their occupants partying in the desert. However, they again dismiss what they are seeing as a mirage because the Fiats have four doors and Fiat “doesn’t make a four-door car”.

The ad ends with the Unbelievably Big tagline, aimed at challenging the notion that Fiat only makes small cars. The Mirage spot is the first in a series planned for this year to raise awareness of the 500L.

The ad makes its debut on US television today before an international roll out. It will also be available on YouTube and Fiat will post a behind-the-scenes video of the making of the spot on its Instagram account.

If you have a great case study from 2013 why not enter the Automotive category in the Marketing Week Engage Awards 2014. Find out more here.

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