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FIAT hawks Diddy's bottled water in new ad

There's a car commercial somewhere in this self-serving love fest to the rap mogul.

By Clifford Atiyeh Feb 14, 2014 10:00AM
What do rap mogul Sean "Diddy" Combs and Italian automaker FIAT have in common?

While you ponder that, here's the lowdown: FIAT paid the 44-year-old producer and Bad Boy Records CEO to ride in the company's weird-looking 500L, and also let Diddy peddle his new bottled water. It's sad on both counts.

Initially, with the long shots of desert and a hip-hop theme, the commercial reminded me of 2Pac and Dr. Dre's "California Love," whereby a squad of Hummers, dirt bikes and ATVs race over the sand in patch-eyed, pre-"Matrix" costumes. Instead, the frumpy FIAT 500L shows up -- with supermodels, of course -- and Diddy waves his plastic water bottle to two disheveled men suffering from heatstroke.
The guys think this is all a mirage, but then Diddy throws on a tuxedo at a party surrounded by more supermodels, and the guys become convinced they're hallucinating (they must be, since there's not a bottle of Diddy's Ciroc vodka in sight). They even dismiss the FIAT as "not real" since "FIAT only makes small cars." That's not exactly flattering words for a new model introduction, even as a tongue-in-cheek gesture. As for Diddy, that's not even his own track playing in the background. Instead, it's "Happy" by Pharrell, an infectious feel-good song that Diddy could never have made.

I'm more surprised that FIAT, which is struggling hard in Europe, even has the money to afford Diddy and its 60-second Super Bowl spot featuring the Maserati Ghibli, especially after buying the remaining shares of Chrysler. The first 500L commercial was simple and cuter: a crab pinching the behinds of a car full of supermodels, sans Diddy. The too-cool, filthy-rich-guy attitude isn't half as attractive.

Feb 19, 2014 3:44AM
Clifford, It sounds like you're jealous or envious of this commercial.  Who cares about the water in the commercial?  Who even noticed that?  And what filthy guy attitude are you referring to?  When he offered the guys water?  WTF?  I thought the commercial was funny and it made it's point.  This is the first time I've ever even noticed a Fiat commercial although I did have to laugh because I know Diddy would NEVER own or ride in a Fiat and neither would J. Lo.  Your assessment of the commercial is bitter and irrelevant.  
Feb 19, 2014 3:49AM
BTW Clifford, you're suppose to be this big "car guy" and your article BARELY even mentions the car.  Instead you're PMSing over water, attitudes, songs and videos!!!!  DO YOU GET MY POINT??
Feb 19, 2014 10:41AM
"Frumpy" tell you everything you need to know about his bias - I have a regular Fiat and I like it; nothing wrong with the 500L appearance - just the next PT Crusier or HHR body type car out there!
Apr 16, 2014 9:50AM
If it was a White guy holding a beer none of you would say anything at all you Racist people need to get a life and Yes I am a White NATIVE AMERICAN
Diddy is one hell of a businessman I think he could sell Christmas trees in the desert in July
Go Diddy F them
No Bitching when J-lo did the 500 in a short dress oh yeah I saw legs not much car good ad but lets be real you cant do what they do so you whine about it GET OFF YOUR HORSE AND ENJOY LIFE STOP BITCHING

Apr 16, 2014 12:15PM
Apr 16, 2014 4:47PM
This commercial was actually enjoyable... I watched it on repeat.
Apr 16, 2014 11:12AM
Anyone who drives a car not made in Germany is a Buffoon, and more than likely a Liberal
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