The 2012 FIAT 500 is sort of the automotive equivalent of the “must have” Italian handbag of the season and without too many surly journalists seeming to have noticed that yet in the United States, in fabric top “slide open” two door Cabrio form it is nearly as handily stylish and wildly hued as the latest purses from whichever much vaunted “Haus of Fashion” is ruling the catwalks this season. So it just makes sense that one of the queens of stylish Italian handbags, the woman known to the world merely as J-Lo (or Jennifer Lopez for those still using dial-up), would be gladly be making waves in her very own saucy 45 second ad for the Fiat 500 which is referred to by song (and possibly car?0 as the “Papi Hunter.”
Director Paul Hunter who masterminded this advertising campaign, ironically featuring one of Jennifer’s best acting jobs since “Selena,” is also no stranger to mixing the tried and true elements of sex appeal, frenetic editing (to make the Fiat look fast, no doubt) and a small army of back-up dancers to make the 2012 Fiat 500 Cabriolet so irresistible that it will become the absolute must have automotive impulse purchase of the year. We’ll hand the Fiat that status as pretty much a given for the whole model year as it’s really only clothing “movements” that can start to date after a few months. But who knows, anyone want to wager when Fiat has to put the old 500 under the knife to keep her looking fresh we are thinking will be somewhere around 3 years from now.
But J-Lo knows exactly how to rev up the hipster, “sorta-environmentally minded” urban trend setters that are already set to ensure that this Italian runabout steals most all of the MINI Cooper’s thunder by year end and may personally spell the death knell for the Smart fortwo. No amount of brilliant marketing could have saved the Smart from becoming irrelevant but Fiat and J-Lo brilliantly juiced both the new car company and her troubled image of late at the same time. J-Lo made sure to use one of her patented Latin pop music confections as the soundtrack with some serious “girl power” lyrics to address the recent tabloid drama surround her crumbling marriage to man/half-lizard/half Salsa singer Marc Anthony.
In the main video advertisement, as J-Lo takes the 2012 Fiat 500 racing up on the sidewalk and drives recklessly she sings, “my rocket’s shining bright/even if he ain’t by my side/Now all my superladies/Now I got my baby…” So, with that unprecedented use of celebrity tabloid drama in a car ad, J-Lo also pretty much handed the 500 (at least in Cabrio form) what guys like to irresponsibly call the “chick’s car” moniker. But if your girlfriend is buying a new 500 and suddenly “inspired” by Jennifer Lopez you may want to start looking for a new place. Just a warning.
But we do have to wonder if J-Lo is really so smitten with the 2012 Fiat 500 that she is going to be using one as her daily driver. Well, given her propensity to travel with a large posse of bodyguards that follow along during Rodeo Drive shopping sprees then the small-ish back seat and the 9.5 cubic foot trunk won’t cut it for hauling anything more than, perhaps, jewelry?
Wait, scratch that. Those 9.5 cubic feet actually sounds like plenty of room for J-Lo’s grocery shopping! Because you know what they say, “there’s always room for J-Lo.” And sometimes people have said that about Jell-O in the past but we are pretty sure J-Lo made the 2012 Fiat 500 better than your Aunt Edna’s Thanksgiving lime-green and marshmallow Jell-O surprise.
Yeah, the 2012 Fiat 500 is sounding pretty darn appealing right now. But is that from a fear of being forced to eat Jell-O or because J-Lo really made you into a believer? Only time and the 2012 Fiat 500’s overall sales will tell how important Ms. Lopez was to the launch of this itsy-bitsy Italian hatchback.
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