Fiat Chrysler Automobiles has collaborated with 10 musical artists — including OneRepublic and Alice Cooper — and multiple record labels for an ad campaign that plugs the automaker's new deal with Apple Music.
The spots give as much attention to Apple CarPlay as they do to the vehicles. FCA's Apple Music promotion, which kicked off in May, allows buyers of Jeep, Chrysler, Dodge, Ram and Fiat vehicles to get up to six months of the music streaming service for free.
As it has done in the past, FCA blurs the line between music video and TV commercial. A Jeep ad helps debut the OneRepublic song "Connection." FCA Chief Marketing Officer Olivier Francois unveiled the campaign last week at a press event at a Warner Music Group studio in West Hollywood, Calif.
Jeep gets a starring role, with five ads. The release of "Connection" is timed with a new spot, called "Sold Out." The spot depicts a group of fans who can't get into a concert. They improvise by playing "Connection" in their Jeep with CarPlay and then catch a view of the show from high in the hills.
Two other OneRepublic spots show fans using CarPlay features to navigate to the concert.
Two separate Jeep ads target multicultural buyers, featuring songs by Sofia Reyes and Will.i.am.
The agency behind the Jeep ads is Highdive, of Chicago.
In an interview, Francois said DDB remains Jeep's lead agency, but the Apple ads are "a one-of-a-kind project," and FCA liked Highdive's pitch.
A couple of Dodge ads by GSD&M star hard rocker Cooper, featuring his song "Under My Wheels."
For Fiat, the automaker features a new track by DeJ Loaf and Leon Bridges called "Liberated." One ad by DDB Chicago, which will air on digital channels, shows a woman taking her frustrations out on her significant other's drum set after he texts her that he is staying out with the guys for the night.
For Ram, FCA turned to country music duo Brothers Osborne with an ad that features their new track "While You Still Can." The agency is G7 Entertainment Marketing, of Nashville.
FCA includes its Chrysler Pacifica minivan in an ad starring Kathryn Hahn, who has been appearing in mom-friendly ads for the brand this year. One of the new ads, called "Girls Night Out," by Doner, features the track "Good Time" by Nicky Blitz.