Fiat 500L is not really a hip hop sort of car. Fiat themselves admit it is designed to appeal most of all to moms. But, from the very beginning and for some strange reason, they tried to associate the car with rap music. This brilliant rapping mom commercial was a good start, and now they continue with a new ad starring hiphop artist and entrepreneur Sean “Diddy” Combs.
The ad is called “Mirage” and it tells the story of two guys, lost and desperate in the desert, who keep dismissing whatever they see as mirage, because they believe “FIAT doesn’t make a four-door car.”
“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.”