Fiat is looking to grab considerable attention by launching a new global ad campaign that features musician and entrepreneur Sean “Diddy” Combs. The campaign, which is called “Mirage,” aims to build awareness of the new Fiat 500L and its spacious interior, using the model’s tagline “Unbelievably Big.”
The commercial portrays two men hopelessly lost in a desert. They see two Fiat 500Ls pass by. One car has “Diddy” inside and he calls to the men, but they chalk it up to a mirage instead of reality. Fortunately, the men happen upon a desert oasis where a part is being held. They are greeted by “Diddy” but the two men figure the whole thing is a mirage once more. One of the pieces of evidence they use for believing the whole thing is an illusion is the 500L, since “Fiat doesn’t make a four-door car.”
The Fiat 500L is an incredibly important model for the brand, since it helps it reach a new group of consumers who for a number of reasons could or did not even look at the Fiat 500. For this reason, the ad campaign focuses squarely on the fact that Fiat now makes a larger, more practical vehicle that better suits consumers’ needs.
“The Fiat 500L is a great addition to our portfolio and is expanding our brand’s presence in the U.S. market,” said Jason Stoicevich, Head of FIAT brand North America, Chrysler Group LLC. “With two more doors, comfortable accommodations for five and 42 percent more interior space than our regular 500, the Fiat 500L offers the modern Italian style that our customers love while adding new levels of flexibility comfort and convenience to fit their active lifestyle.”