Caitlin Moran
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Fiat-Chrysler Sings New Tune in Newest Marketing Campaign

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FCA US Commercial Pentatonix

The well-know a cappella group Pentatonix stars in one of the three new FCA US commercials

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.