Fiat-Chrysler Sings New Tune in Newest Marketing Campaign
Fiat-Chrysler is singing to a new advertising tune. The Italian-America carmaker recently released three new TV commercials during the American Music Awards on ABC on Sunday.
Each of the three spots ranged from 30 to 90 seconds, and targeted a younger dynamic. Fiat-Chrysler has discussed in the past its desire to make its brand more appealing to youngsters. Now, it looks like it’s doing just that.
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“The use of music in this campaign gives us the opportunity to connect with Millennials through a shared passion, said Olivier Francois, Chief Marketing Officer for FCA-Global. “Our strategy to approach each brand like a ‘playlist’ enables us to reach across genres, allowing us to check two of the most important marketing ‘boxes’—brand building, giving each voice a distinctive persona, and relevance to a targeted audience.”
In the first spot, which is 90 seconds long, the carmaker teamed up with Charlie Puth and his song “One Call Away.” Throughout the spot, a variety of singers make cameos, including Sofia Reyes, Bret Eldredge, and Ty Dolla $ign. The Fiat 500X, Ram Rebel, Jeep Renegade, Chrysler 200, Dodge Charger, and Dodge Challenger also make appearances throughout the commercial.
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The second 60-second spot also features popular musicians that are considered the “stars of tomorrow,” including Skylar Grey, Pia Mia, Tory Lanez, and BORNS. Each of these singers were paired with a FCA rising star like the Ram 1500, Jeep Wrangler, Dodge Charger, and Chrysler 200.
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Finally, the 30-second spot stared the extremely popular a cappella group Pentatonix singing its song, “Sing.”
VIDEO: Pentatonix Sings “Sing” for FCA US
This is the second year in a row that Fiat-Chrysler has advertised during the American Music Awards (AMAs). While the commercials won’t air on TV after their debut during the AMAs, they still represent Fiat-Chrysler’s plan to appeal to a younger demographic.
- Caitlin MoranEditor
A born-and-raised Jersey girl, Caitlin Moran has somehow found herself settled in Edinburgh, Scotland. When she’s not spending her days trying to remember which side of the road to drive on, Caitlin enjoys getting down and nerdy with English. She continues to combine her love of writing with her love of cars for The News Wheel, while also learning more about the European car market—including the fact that the Seat brand is pronounced “se-at” not “seat” as you might think. See more articles by Caitlin.