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Chrysler Working Up Another Super Bowl Blockbuster Ad

But this time, the cars may be the stars.

by on Oct.08, 2012

Chrysler's global marketing chief went out on a limb - or more accurately, out in a blizzard - to get rapper Eminem for a much-watched Super Bowl ad.

Few advertisers have created such a stir during the Super Bowl as Chrysler, which knocked it out of the park in 2011 with an unusual, 2-minute commercial featuring rapper Eminem, then came back with the controversial Clint Eastwood commercial during the 2012 Super Bowl.

Might the maker try to score again with a spot during next year’s big game, typically one of the most widely viewed TV events in the world?

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“Yes, we are leaning towards being there,” said Chrysler’s global marketing czar Olivier Francois. In a conversation with TheDetroitBureau.com, he admitted that the challenge is coming up with another breakout idea. “Clearly, topping what we have done so far – no mystery – is not going to be easy.”

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Can “Bad Boy” Charlie Sheen – and High-Performance Abarth Finally Sell Fiat?

“House Arrest” spot part of racy shift for Italian maker after disastrous debut.

by on Mar.05, 2012

Supermodel Catrinel Menghia poses with a Fiat 500 Abarth during the car's media drive in Las Vegas.

It may be small, but one thing the Fiat 500 has is a lot of attitude – all the more so since the Italian maker introduced the sporty new Abarth edition.  So perhaps it’s no surprise that what the marque’s global brand boss calls the “bad boy of the Fiat line-up” should turn to the bad boy of the entertainment world, Charlie Sheen, to draw some attention.

The spot, which was pulled at the last minute from the Super Bowl, gave Fiat officials some “sleepless nights,” a senior official admits, but after a delayed launch has been generating plenty of buzz from a brand that had barely registered on most consumers’ radar until recently.

Fiat got off to a nearly disastrous debut little more than a year ago, sales for all of 2011 coming in at barely half the initial forecast – leading Fiat to oust its U.S. marketing chief.

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Since then, the maker has ramped up its marketing efforts, first with a series of controversial Jennifer Lopez commercials, following up with supermodel Catrinel Menghia’s racy “Seduction” spot first aired during the Super Bowl.

Now comes Sheen, shown racing the Fiat 500 Abarth inside his mansion during a party – the “tiger blood” actor explaining how much fun he is having while under “house arrest.”

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Clint Eastwood Makes Chrysler’s Day

Delivers striking Super Bowl “Halftime” message for automaker.

by on Feb.06, 2012

"It's halftime in America," declared actor Clint Eastwood in the latest Chrysler Super Bowl ad.

He didn’t sell beer, corn chips or soft drinks, and he certainly wasn’t aiming for laughs. But Clint Eastwood’s unusual appearance in a Chrysler corporate Super Bowl commercial has become one of the widely watched game’s most talked-about spots.

The turn by the well-respected star marked the second year in a row that Chrysler focused as much or more on a social issue as on its own products with a long and costly commercial dubbed, “It’s Halftime in America.”

Tackling the News!

In 2011, the resurgent automaker enlisted rapper Eminem to anchor a 2-minute commercial that focused specifically on Detroit, a city – and a domestic industry — long counted out by many Americans.  For Super Bowl XLVI, the highly cinematic and equally lengthy Chrysler spot opens with an actor sometimes known as “the man with no name” emerging from the shadows to address the troubled times the nation is now facing.

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