The original review of Jennifer Lopez's "Papi" commercial with Fiat was a harsh one and can be seen on Celebrity Pitch's review: J Lo Blows It With Fiat. However, the new spot "My World" is headed in a much better direction.
"My World tells the story of how the simple elements of our upbringing help define who we are and where we're going. They serve as a source of inspiration to achieve our goals in life. That drive and determination is the common thread that is shared with the FIAT brand. – Life is Best When Driven."
Instead of retrofitting a music video with blatant and gratuitous product endorsement, J Lo's famous Bronx to Manhattan story is told by her driving through the boroughs – in a Fiat of course! It's actually very reminiscent to the Kohl's ads that just started running nationally last month. The story works and its relatable and somewhat inspirational. Plus, it's definitely aligned with her celebrity brand. It'll work for now, if for nothing else to get that other terrible spot off the air. But Fiat will have to come up with better concepts and integrations soon for this Celebrity Endorsement to work.