Fiat and Charlie Sheen hardly seem like a match made in…well, anywhere, but the controversial superstar with “tiger blood” may have imparted his “winning” ways to Fiat with his new house arrest commercial.
Don’t believe for a second that Fiat-Chrysler CEO Sergio Marchionne didn’t know what he was doing when he stuck with the runner-up commercial to Catrinel Menghia’s “Seduction” spot aired at the Super Bowl.
Marchionne’s key Chrysler Chief Marketing Officer Olivier Francois said of the Abarth and Sheen, “The Fiat 500 Abarth is the bad boy of the Fiat vehicle lineup and Charlie Sheen personifies the edgy and fun attributes of the Fiat 500 Abarth in ‘House Arrest.”
The ad does a great job of showing the contrast between the 500 model first introduced to U.S. consumers, and the sporty, “evil” side of the 500 infused with legendary racing attributes of Karl Abarth.
With Menghia and Sheen, the general population has now forgotten about Jennifer Lopez commercials and is ready to embrace Fiat’s entire automotive line, which they intend to add to beginning with the Abarth (reserve yours here) in the next month, and then with the 500L in 2013.
Check out the video below, and be sure to visit Kelly FIAT of Peabody to pick up your new FIAT 500 Abarth today!