EPIC BRAND FAIL FOR FIAT

Oh, dear.

http://www.youtube.com/watch?v=VuhX4OYbgXQ&feature=player_embedded

In this spot for the Fiat 500, Jennifer Lopez tools around the Bronx while talking about how the ‘hood is vital to her art and her very being:

“This is my world. This place inspires me…They may be just streets to you, but to me they’re a playground.”

The premise is a bit of an eye-roller all by itself, but the spot has an even bigger problem in that JLo never even left L.A. for the shoot. Her close-ups were done on a sound stage, while a body double did the driving through the Bronx. Full story here: http://www.thesmokinggun.com/documents/jennifer-lopez-phony-fiat-ad-564812#downtojlospot

Okay. When you are launching a brand with a story of unpretentious authenticity, you’d better be telling the truth for the whole thirty seconds of your spot. Otherwise, you will be promptly busted on the Interwebs (as is now happening for poor Fiat).

And Fiat’s bad day at the office is already getting worse. Because of all the online buzz about the fake JLo, the world now knows that the Bronx Fiat broke down during the shoot:

http://www.thesmokinggun.com/buster/jennifer-lopez-fiat-breakdown-875312