Fiat Taps Jennifer Lopez for Media Partnership

Multipronged Deal Involves Music Video, TV Spot

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Chrysler's Fiat is tapping Jennifer Lopez as part of a multipronged partnership that includes the singer's new music video and a coming TV campaign.

A 30-second trailer for Ms. Lopez's new "Papi" video, which features the 2012 Fiat 500 Cabrio, will premiere during tonight's "Monday Night Football" on ESPN. The trailer will be available on Fiat's Facebook page and You Tube channel. Ms. Lopez will also appear in a series of commercials for the 2012 Fiat 500 later this year, although a Chrysler spokeswoman declined to specify which agency will be behind the campaign.

"Like the Fiat consumer, Jennifer Lopez sees the world as her canvas and is not afraid to express herself; she is continuously drawn to projects that are authentic and real," Olivier Francois, chief marketing officer for the Chrysler Group, said in a statement. "Jennifer fits perfectly with the brand not because of who she is but because of what she is -- authentic, passionate, modern and a fighter determined to stand out from the rest. As you look at her career path, she embodies the Fiat philosophy, 'Life is Best When Driven.'"

Fiat is in the second month of its first major U.S. advertising push in nearly three decades, having kicked off in August with its new campaign "Simply More" from Southfield, Mich.-based agency Impatto. The first spot, "Drive In" featuring Elvis Presley's "Jailhouse Rock," was intended to allude to Fiat's rich history.

Ms. Lopez has become quite the pitchwoman this year, following current stints as Procter & Gamble's global ambassador for Venus razors; the face of L'Oreal Paris' EverSleek; the star of Gucci's spring/summer 2011 children's collection, as well as Tous Jewelry's spring/summer collection. And then there's Kohl's, in which she and soon-to-be-ex-husband Marc Anthony are appearing in separate spots from McCann Erickson to promote their new collections. She also just appeared in a 90-second web short that topped Ad Age 's Viral Video Chart last week.

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