Fiat Chrysler Automobiles, in another high-profile advertising move, launched three spots during Sunday night's broadcast of the American Music Awards on ABC.
The spots, ranging from 30 to 90 seconds, targeted a youthful audience.
“The use of music in this campaign gives us the opportunity to connect with millennials through a shared passion,” Olivier Francois, FCA’s global chief marketing officer, said in a statement. “Our strategy to approach each brand like a ‘playlist’ enables us to reach across genres, allowing us to check two of the most important marketing ‘boxes’ -- brand building, giving each voice a distinctive persona and relevance to a targeted audience.”
This was the second consecutive year that FCA has advertised during the American Music Awards.
For its 90-second spot, FCA teamed with singer Charlie Puth of Atlantic Records and his song “One Call Away.”
Singers Sofia Reyes, Brett Eldredge and Ty Dolla $ign made cameos in the commercial, which featured a Fiat 500X, Ram Rebel, Jeep Renegade, Chrysler 200, and Dodge Charger and Challenger in locations across the U.S.
Although tonight was the only time the commercials were scheduled to air on TV, a longer-form video of “One Call Away” will be on Puth’s Vimeo page.