So last night the exciting new collaboration from Fiat and dance group Faithless hit the screens. I was well aware of its premier and as a good video marketer I should have watched it, and had this blog post out first thing in the morning. Trouble is, it premiered during the ad break of Big Brother and there’s a limit to which I’ll suffer for my art.
…then this morning I forgot.
What we have is essentially a music video crossed with a car advert. A format that is not entirely new, but has been described as the first *equal* collaboration between artist and marketer. The video is used both as an advert for the new range of Punto Evo’s, and simultaneously labeled as the ‘Official Video’ for ‘Feelin’ Good’, the latest song from Faithless.
Elena Bernardelli, marketing director of Fiat Group Automobiles UK, said: *”No other car brand has co-created a music video where the story has been written with the car and band as equal partners, both as important as each other to the plot. The video is really fun and uplifting.”*
The advert, produced by [Krow Communications](http://www.krowcommunications.com/), premiered in its entirety during the 3-minute ad break between the latest series of TV drivel, in a move reminiscent of the T-mobile ‘Dance’ advert. The video will now be broadcast as a number of 30 second slots until September 12th, and of course online.
In my opinion, it’s not a bad video. Nicely produced, but just as much as one would expect from both a car advert and a dance video. The narrative is fun, and it’s great to see wire work used for something other than Matrix style fight scenes. However, of more interest to me will be how it disseminates over the next few weeks. Being such a hybrid production, with one foot firmly in entertainment and the other in advertising, this ‘prommercial’ (Fiat’s word, not mine) has the chance to reach audiences far beyond the usual target markets.
For those of you who missed it, enjoy: