Who says automotive advertising is boring. After making its debut at the 2011 Los Angeles Auto Show, the Fiat brand’s racy new digital video, “Seduction,” is receiving a pop-up video treatment from VH1. A pop-up version of the digital hit will be featured on VH1.com’s “Pop-Up Video” site (http://on.vh1.com/FIATpop)
starting today through Saturday, Dec. 31. Fiat and VH1 fans will be able to view fun facts about the 60-second spot that has intrigued more than two million people.
“’Seduction’ was created to generate awareness for the introduction of the 2012 Fiat 500 Abarth – it’s an edgy video that captures the intensity of this all-new vehicle,” said Tim Kuniskis, Head of FIAT Brand North America. “VH1 has taken “Seduction” to the next level by giving it another unique and fun twist that both FIAT and VH1 fans will thoroughly enjoy.”
“Pop Up Video has grown into a pop culture institution of its own, intriguing and entertaining our viewers with an added layer of engagement over their favorite music videos,” said Mark McIntire, Senior Vice President, Integrated Marketing, VH1. “Fiat's ’ ‘Seduction’ spot has already attracted a lot of buzz around the world, making it an excellent candidate for ‘popping.’ Giving their video fun, behind-the-scenes details in our unique pop-up format will help expand the viewership for the spot and keeps the conversation going among consumers,” he said.
The Seduction spot also was something of a swan song former Fiat North America Laura Soave, who was had a reputation for creating edgy advertising while she was General Motors and Volkswage. Soave was relieved of her duties because of the slow sales of the Fiat 500 by Chrysler CEO Sergio Marchionne right after the Seduction spot had made its debut. By Joseph Szczesny