Published: Jul 16, 2012

Fiat Switches to a New Migration with Latest 500 Ad

Fiat ditches J.Lo for a return to Ellis Island in latest commercial for the 500.

When Fiat started selling the 500 in the United States, it hired Hispanic spokespersons like Charlie Sheen and Jennifer Lopez for the television commercials. But then someone at Fiat headquarters in Turin, Italy, (or more poignantly at Chrysler headquarters in Auburn Hills, Michigan) woke up and realized: sure, the US-spec Cinquecento may be made in Mexico, but it's an Italian product at heart. So it took a new direction with more Italian-flavored ads, like the one with the unspeakably hot Italian girl for the 500 Abarth, and this latest spot.

The commercial (as you can see in the video below) shows a bunch of Cinquecentos driving right off the Italian peninsula and into the water, only to re-emerge like so many Italian immigrants in their day in the New York harbor. It's a clever little spot, and for our part at least, makes us want to drive one more than we would a Mexican hatchback.