Fiat didn't run an advertisement during this year's Super Bowl. We've no idea why, though, because based on this recently released 60-second spot, the Italian brand probably could have done quite well during the big game.

The spot, called Mirage, stars Sean "Diddy" Combs (who happens to be the ex of former Fiat spokesperson Jennifer Lopez) and a pair of very unfortunate pedestrians. Wandering through the desert, the two are confronted by what they think are mirages before stumbling into a giant party hosted by the Grammy Award-winning rapper. It's a humorous spot, highlighting a product that Fiat really needs to succeed, the new 500L.

The Super Bowl-worthy ad is part of a larger campaign that will hopefully help distinguish the four-door L model from its smaller, two-door counterpart. "Too many people discover the 500L through the 500. That's what we have to solve for here," Jason Stoicevich, head of Fiat's brand in North America, told Automotive News. "It's awareness. We know it, we understand it and we had to find a creative way to deal with it."

Stoicevich wouldn't elaborate on future spots in the campaign, so we couldn't tell you if Diddy will be returning. For now, Mirage "is the first splash to get the car rolling for this year." What do you think? Have a look below and let us know in Comments.


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    • 1 Second Ago
  • 53 Comments
      Duck
      • 1 Year Ago
      Random Person: "Hey, is that the Puffy car?" 500L owner: "No. No its not. :("
        superchan7
        • 1 Year Ago
        @Duck
        This 500L owner: Pop the hatch and the rear doors, show the adjustable REAR seats and the 2-level cargo floor. There, I made a better commercial than Fiat.
      sinistro79
      • 1 Year Ago
      "Too many people discover the 500L through the 500. That's what we have to solve for here," Jason Stoicevich, head of Fiat's brand in North America, told Automotive News." Yeah, that's because it looks just like a regular 500...except bigger. The design philosophy that the 500 follows wasn't the only cool looking car that Fiat ever made. Maybe they should take a look at some of their older, classic creations and get some inspiration to create something different. The old Fiat Campagnola comes to mind. And while they are at it, lets see an updated 124 Spider and X 1/9!!!
      CruzControl
      • 1 Year Ago
      Um...it's Sean now. You know he changes his name every other year.
      Fazzster
      • 1 Year Ago
      FIAT/Chrysler needs to re-market this vehicle as a stylish family car. Enough with the half talented pop stars. The message is all wrong. The focus should be on how a family of 5 fits in it just fine with room to spare and the stellar gas mileage it delivers all while not driving like your typical appliance.
      Really
      • 1 Year Ago
      P-Douchy!
      Britt Benston
      • 1 Year Ago
      He's polarizing. The car can be polarizing, and that doesn't balance out here. It just makes it even more risky. Like they've done, Fiat's branding should reflect that it's fun, at least here in the U.S. But Fiats were always thought of as fun here. So what this brand needs to be seen as first is smart, which is not an attribute it has had previously.
      Eggmania
      • 1 Year Ago
      just goes to show how out of touch fiat is with american culture
      threefortyduster
      • 1 Year Ago
      My wife wants one of these. This commercial does not make me want to have one in my driveway. If it were to show up and someone asked if that was the car that Puff Daddy was shilling for, I'd be mortified. Sorry, but sometimes ads can turn off potential buyers. I thought they learned that with the Jennifer Lopez ads for the 500.
      Ryan Andrew Martin
      • 1 Year Ago
      A guy that hasn't been relevant in a decade in ads for a hideous car... Should be a hit.
      MSC
      • 1 Year Ago
      He is Rich but I couldn't tell you a thing he sang or did.........I call him a n.........
      Travis C. Vasconcelo
      The 500L would be the perfect car for empty nesters and small families. Why do Fiat feel that trying to sell this car to young male hipsters is the answer. This is one demographic who will run from this car (It is a four door wagonette…just what they hate!) like it is kriptonite to Superman. The flip side is this ad is a wage of money in two ways. The people this ad speaks to wouldn't be caught dead in the car. And the people they should be marketing to will turn their backs on it because they will not want anything marketed to younger males. When are Automakers going to realize that we want ads to tell us what the car can do for us and why we want it? Show us the features of the car, not some hipster throwing a party in a desert!
        skoobey
        • 1 Year Ago
        @Travis C. Vasconcelo
        Diddy and hipsters... no they're not trying to sell it to the hipsters( Diddy is HIP HOP, not hipster, the exact opposite), which they probably should chase, as hipsters love retro themed Mini and regular 500. The important thing is that it has a really famous person in it (and Diddy is the right choice, as many of the folks that listened to him in their 20s are now family oriented) and that it explains the point of the car:small outside, big inside. All in all, decent.
          fran
          • 1 Year Ago
          @skoobey
          Well said, sir!
          modalita
          • 1 Year Ago
          @skoobey
          Yes, but why would a desert party motivate a new family to pony up the cash for this car? Marketing fail.
      Aurio Salimonne
      • 1 Year Ago
      Bad choice again,Italian flair doesn't mean PitBull or this other thug.Fiat needs to start making more about space,passenger room and efficiency .....where is the one that dad take the family for a fancy car show and there is a OttoVu (8V) or a Multipla,something classic and with style,something with good past and awesome future,not this!
        sstowes
        • 1 Year Ago
        @Aurio Salimonne
        Diddy went to a Roman Catholic boys school, was raised uptown and attended Howard University for business admin. I suppose "thugs" have a much higher pedigree than they used to. *eye roll*
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