Doner Ad Looks Much More Like a Car Commercial Than Previous ‘Papi’ Video Trailer
By Ken Wheaton (Ad Age)
When Fiat-Chrysler launched a music-video-style spot featuring Jennifer Lopez for the Fiat 500, the criticism came fast and furious. Indeed, it was dubbed by former auto-marketing exec Peter DeLorenzo as “quite possibly the worst automotive spot of the last decade, hands down.” The automaker, however, said the spot wasn’t really a spot, but was rather a trailer for JLo’s music video that the company sponsored. A real spot was forthcoming.
And here it is. In conjunction with agency Doner, Fiat-Chrysler has released something that looks more like a proper car commercial. (Indeed, the press material calls it the “first” commercial for the car featuring Lopez.) JLo is still in it but instead of taking center stage, she’s more of a co-star, alongside the Fiat 500. The song has been changed as well. Finally, instead of what is obviously a sound stage for a music video, much of this spot seems to have been shot on location in New York, hence proving that JLo is still from the block.
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