branded entertainment

Fiat Puts Faith in "Feelin' Good"

Posted by Sheila Shayon on September 3, 2010 11:00 AM

Fiat’s second foray into Faithless "prommercials" further blurs the lines between music and advertising, and branded entertainment.

Fiat aired its latest music video during a Big Brother TV broadcast in the UK on August 15, booking the entire three-minute commercial break on Channel 4.

But what exactly was that Feelin’ Good concept video featuring the Fiat Punto Evo? An ad, or a brand buy, sponsorship, or product placement? All of the above.Continue reading...

branding together

Fiat Gets Faithless in the UK

Posted by Shirley Brady on August 11, 2010 01:30 PM

If the old adage that sex sells still holds true, so does music, which explains why Fiat UK is promoting its Punto Evo model with a sexy music video from British electronic music act Faithless, which puts a whole new spin on, er, titillating.

Fiat says, "This is just the beginning of the new creative collaboration between Fiat and Faithless, watch out for more coming very soon, enjoy."

In fact, it's the latest effort in an ongoing partnership. Their next act: the Fiat-funded video for the Faithless single Feelin' Good, which will be broadcast during a Fiat-sponsored commercial break in the UK, running in full "during Channel 4's Big Brother on Sunday," according to the BBC.Continue reading...

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