Watch 2 Fiat Chrysler Music Campaigns Debuting During 2016 AMAs

Billboard

Remember that Jeep Renegade commercial that featured X Ambassadors' "Renegades?" Or the red Fiat 124 Spider that pops up in the video to Fitz & the Tantrums' "Hands Clap?" 

They are only two of the 92 music videos (yes, 92) Fiat Chrysler Automobiles (FCA) has collaborated in since 2011. It's a massive number that has involved FCA partnering with four major record labels, has yielded major promotion for the artists involved, and has resulted in a total of 7.8 billion YouTube music video views for the FCA brand. 

During the American Music Awards Sunday night (Nov. 20), the auto company plans to say thanks to all involved with a two-minute spot that features a 16-video mashup under the title "Music Brings Us Together."


"It's like a Christmas card to share our gratitude," says Olivier Francois, chief marketing officer at FCA -- Global. "Especially today, music brings us together, with our clients and with our audience."

It's a concept FCA has taken to heart, partnering repeatedly with labels to produce a wide range of music videos that the company says are more effective than traditional TV spots at a reasonable cost. 
"MIllenials are not an easy target," Francois told Billboard. "They don't' really buy into traditional marketing. Music brings that extra edge, and it brings relevance."

It's also brought an audience that goes way beyond what a traditional TV spot could deliver. All told, says Francois, those 8 billion views are equivalent to having every person in the planet watch a music video with an FCA car in it.


The "Music Brings Us Together" mashup, which will air only once Sunday night is simply a way of driving home the point. The spot also includes Machine Gun Kelly feat. Camila Cabello with "Bad Things" (for Dodge Challenger), AlunaGeorge's "Not Above Love" (for Ram 1500), Flo Rida's "My House" (with Dodge Durango), and Jason Derulo's  "Kiss the Sky" (with Fiat's 124 Spider). 

Check out the spot ahead of time exclusively here: 


In addition to the "Music Brings Us Together" mashup, FCA will debut a second branded one-minute spot during the AMAs, this one using Fifth Harmony's "Work From Home."   

The spot for Ram 1500 and Ram Heavy Duty trucks sets the music to scenes of everyday workers on the job, with a twist at the end. You can watch the video exclusively here prior to the telecast.

Both videos will be available on YouTube and social media after the awards.

As for 2017, Francois says the company plans to continue its music branding focus. "You will see us keeping partnering with music because it generates numbers and a connection with millennials who are not always watching TV. And it brings to our brand relevance and a connection with our audience."

2016 AMAs
2016 AMAs