????如果吸引眼球是廣告成功的標(biāo)志,，那么菲亞特-克萊斯勒（Fiat-Chrysler）的首席市場(chǎng)營(yíng)銷官奧利維爾?弗朗索瓦堪稱廣告天才。

????超級(jí)碗星期天素有“廣告奧運(yùn)盛典”的美譽(yù),，弗朗索瓦在這個(gè)特殊的奧運(yùn)會(huì)上曾經(jīng)贏得過(guò)“一塊金牌”——當(dāng)時(shí)克萊斯勒播出了一段2分鐘的商業(yè)廣告,，以頹敗、老舊的汽車城為背景,，歡慶“來(lái)自底特律”的汽車,。根據(jù)汽車網(wǎng)站Edmunds.com的數(shù)據(jù)，這段廣告播出后,，克萊斯勒的品牌考慮購(gòu)買度增加了267%,，同時(shí)這段廣告在Youtube上的瀏覽次數(shù)也接近1,300萬(wàn)。

????當(dāng)時(shí),，這則廣告由過(guò)氣的說(shuō)唱明星痞子阿姆主演,。如今，弗朗索瓦故技重施,，再次使用一位或許已經(jīng)處于下坡路的明星——珍妮弗?洛佩茲,，希望籍此制造話題。過(guò)去兩周,，弗朗索瓦已經(jīng)播出一段30秒的菲亞特廣告,，畫(huà)面上洛佩茲穿著露臍短襯衫和褶皺超短褲又唱又跳，還駕駛菲亞特500在城市里自由穿梭,。

????廣告是由一段近6分鐘的音樂(lè)錄影帶剪輯而成,。這則錄影帶是為了推廣洛佩茲的最新專輯，內(nèi)容是洛佩茲駕駛菲亞特500穿過(guò)街道時(shí)受到狂熱男性粉絲的圍追堵截,，引發(fā)交通混亂,。錄影帶的最后，洛佩茲帶領(lǐng)這群男性粉絲跳起舞來(lái),，這段舞蹈簡(jiǎn)直原封不動(dòng)地照搬了邁克爾?杰克遜以前的作品,。

????但是，批評(píng)者卻對(duì)洛佩茲與這個(gè)意大利品牌之間的聯(lián)系感到疑惑,，稱兩者之間風(fēng)馬牛不相及,，完全讓人摸不著頭腦?！稄V告時(shí)代》（Advertising Age）一位讀者質(zhì)問(wèn)：“一位過(guò)氣,、平庸的女明星和一家尋求將自己的品牌重新打入美國(guó)市場(chǎng)的汽車公司之間到底有什么聯(lián)系？只要付錢給她,，她就會(huì)代言所有的東西,。菲亞特居然跟她扯上關(guān)系，簡(jiǎn)直是讓自己的品牌蒙羞。菲亞特的這個(gè)舉措荒謬透頂,。她染指的所有東西都變得毫無(wú)價(jià)值,。她毫無(wú)品位可言，菲亞特會(huì)被拖累的,。再見(jiàn),，寶貝?！?/p>

????If getting attention is the mark of successful advertising, then Fiat-Chrysler's chief marketing officer Olivier Francois is a genius.

????On Super Bowl Sunday, the Olympics of advertising, Francois won a gold medal with a two minute Chrysler commercial that used a decaying and decrepit Motor City as a backdrop to celebrate cars that are "imported from Detroit." The ad boosted consideration for the Chrysler brand 267% after it aired, according to Edmunds.com and has now been viewed nearly 13 million times on YouTube.

????That commercial starred fading rap star Eminem. Now Francois has used Jennifer Lopez, arguably another star somewhat past her prime, to create an extraordinary amount of buzz. For the past two weeks, Francois has aired a 30-second Fiat commercial showing a singing and dancing J.Lo plugging the 500 while fetchingly attired in a midriff-bearing blouse and pleated tap shorts.

????The spot was carved out of a nearly six-minute music video promoting her latest album that shows Lopez being mobbed by adoring male fans and causing traffic chaos while driving down the street in a Fiat 500. It concludes with Lopez leading the men in a dance routine seemingly lifted intact from an old Michael Jackson video.

????Critics are mystified about the connection between J.Lo and the Italian brand and have called have called irrelevant and pointless. Asked one reader of Advertising Age: "What is the association between a washed-up talentless diva and a car company that's looking to reintroduce its brand into the U.S.? She's endorsing anything and everything that will pay her to do so, and Fiat is muddying itself by associating with her. This is a completely nonsensical move on Fiat's part. Everything she touches becomes worthless. She has no brand and that will rub off onto Fiat. Ciao, baby."