Jennifer Lopez Reclaims Her Crown as Branding Queen
Jennifer Lopez Reclaims Her Crown as Branding Queen

Jennifer Lopez is expanding her relationship with Fiat, after the Chrysler brand sponsored her "Papi" music video last month and featured clips in a widely-seen 30-second TV campaign.

In a new 60-second TV commercial debuting today on broadcast and cable programming, Lopez is seen driving a Fiat 500 Cabrio through the streets of her hometown in The Bronx, New York, a neighborhood famously immortalized by her debut album "On The 6" and the 2002 single "Jenny From The Block."

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"Here, this is my world. This place inspires be tougher, to stay sharper, to think faster. They may be just streets to you, but to me, they're a playground," Lopez intones via voiceover while her song "Until It Beats No More" (featured on her 2011 album "Love?") plays on the soundtrack.

"The primary objective of 'My World' was to explore the story of Jennifer Lopez, who is a cultural icon," Olivier Franchois, head of Fiat and chief marketing officer and brand marketing communications for Chrysler Group said in a statement. "The commercial tells the story of how the simple elements of our upbringing can help explain who we are, where we're going and serve as a source of inspiration to achieve our goals in life. That drive and determination is the common thread that is shared with the Fiat brand and our philosophy that 'Life Is Best When Driven.'"

Fiat's campaign is dubbed "My World" and was created with ad agency Doner, which recently stepped in after Fiat parted ways with Impatto Custom Marketing in September. Fiat's Facebook and YouTube pages will also feature 30-second and 60-second versions of the new TV spots. Fiat is still a relatively nascent brand in the U.S., and caught a lot of flak after the first Lopez spots tarnished the brand's reputation among auto marketing pros. Peter DeLorenzo, a former car marketer and founder of, called the "Papi" trailer "quite possibly the worst automotive spot of the last decade, hands down."

Fiat kicked off a music-centric strategy earlier this year when it sponsored Fader Magazine's Fader Fort at South By Southwest in Austin this March, filling the longtime slot held by Levi's. Fiat will continue the sponsorship later this month at the CMJ Fader Fort in New York on Oct. 21 and 22.

Lopez, meanwhile, is becoming somewhat of a tireless pitchwoman this year, appearing in ads for Procter & Gamble's Venus razors as the brand's global ambassador; L'Oreal Paris' EverSleek, of which she is the official face; Gucci's spring/summer 2011 children's collection, where she and her twin son and daughter graced the pages of fashion magazines as well as Tous Jewelry's spring/summer collection. She is also starring a series of TV spots for Kohl's, where she and estranged husband Marc Anthony recently debuted separate clothing collections (and ad campaigns) last month.