First, Fiat went back to the Bronx with J. Lo to advertise the 500, then it spoke to us in Italian for the first 500 Abarth ad, now it's gone back to J. Lo – again – for a spot featuring the Fiat 500C Gucci Edition. The theme is "making elegance look easy," which you can do when you have a fat budget to spend on an A-lister in your TV spots.

Have a look at the results for yourself in the video after the jump. The bigger question is whether J. Lo or Gucci can make selling Fiat 500s in the U.S. any easier.



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    • 1 Second Ago
  • 76 Comments
      breakfastburrito
      • 3 Years Ago
      The marketers are double-agents for Ford, trying to hobble Fiat before they get a foothold. Easiest commercial EVAR: Baddass black truck with 22" wheels goes down the street, the thug inside giving dog-looks and scaring kids. Truck pulls into a parking lot, and a 4'9" guy with a size complex hops down. Said small man comes out, and sees a Fiat 500, points and laughs. LeBron James steps out, and just smiles, towering over the little guy. Cut scene shows the little man climbing up into his truck awkwardly, clutching a slushee. Point made. That's great advertising.
        FoxJ30
        • 3 Years Ago
        @breakfastburrito
        sounds like the old Apple commercial where Michael Jordan (I think? can't remember.) pulls out a 12" PowerBook and Verne Troyer (mini me) grabs a 17" model - this was when those two sizes were respectively very small and very big...
      pickles
      • 3 Years Ago
      FIAT: Stop paying J-Ho to pimp this car and OPEN DEALERSHIPS. In San Francisco, there are tons of 500s zipping around but the only closest dealer is 25 miles away. J-Lo is a gauche, noveau riche star with zero credo in this market. Such a flop of a promotion for such a cool car. At least the new ad for the Abarth is seductive, sexy, quiet and hot.
      • 3 Years Ago
      [blocked]
      over9000
      • 3 Years Ago
      obviously these ads were not targeted towards Autoblog readers...
      Dane Grant
      • 3 Years Ago
      Compared to the Abarth ad... This is an incredible waste of time and money... Why spend money on her (JLO)? I really would not want a car marketed by someone like that....
      jbm0866
      • 3 Years Ago
      J-lo might have briefly been an "A-lister" 10 years ago..
      SethG
      • 3 Years Ago
      How they can go back to JLo after that Abarth ad is beyond me. They should just reshoot the Abarth ad with the regular 500 and call it a day. Wouldn't even need to get the chick back in the studio because I don't think she's ever shown with the car. Could probably get the guy back for a another day for credit. Chrysler killed the Pacifica with Celine Dion and they're going to do the same to the 500 with JLo.
      Colin
      • 3 Years Ago
      True elegance IS easy J.LO, that's one of the reasons this ad fails to make sense. The 500 is fun and cute, not sex-vampy sleazy. The ad does nothing for the car and I'd guess puts most men and sensible women right off. The new Abarth ad is at least fun and makes you think for a moment. Just sell the car on ITS merits, it has many, and cut the price a little since most people still associate small with cheap and you can't do much about that sort of conditioning.
      Cobb
      • 3 Years Ago
      Why is the particular spokesperson for different Fiat 500 ads so significant on Autoblog?
      • 3 Years Ago
      [blocked]
        Elmo
        • 3 Years Ago
        Clarkson doesn't like the 500...
          Krishan Mistry
          • 3 Years Ago
          @Elmo
          He loved the Abarth and that little 2 cylinder one... It's James May that doesnt see the point of a 500 over a cheaper, uglier, more practical Panda.
          IBx27
          • 3 Years Ago
          @Elmo
          Clarkson loved the 500 because 'it makes you feel happy...YEAH' and he said that James wouldn't like it because he doesn't understand that concept.
      SloopJohnB
      • 3 Years Ago
      Get that droopy-drawered turkey vulture of the screen. That is so Last Millennium.
      P
      • 3 Years Ago
      Worst. Marketing. Ever. There has never been a marketing campaign that "unsold" so many cars and alienated so many buyers as this. The failed leadership and lack of judgement at Fiat is utterly astonishing. This brand may never recover from the failure in this country of the 500
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