Fiat 500L Mirage ad with Sean Diddy Combs, Unbelievably Big
FIAT North America’s new global advertising campaign features Sean “Diddy” Combs in “Mirage”, which debuts across television on February 13, to introduce the new Fiat 500L tagline, “Unbelievably Big.”
“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.”
Challenging the notion that Fiat makes small cars, the new commercial shows 2 lost and desperate guys in a desert see 2 Fiat 500Ls pass by, one with “Diddy” inside, who calls out to them, but they dismiss him as a mirage. The lost duo eventually reach a desert oasis party hosted by REVOLT. Diddy greets them and says, “Welcome to the soiree.” However, the pair reject his invitation believing it all to be a mirage after pointing specifically to the Fiat 500L, believing that “FIAT doesn’t make a four-door car.”
“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.