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

????超級碗星期天素有“廣告奧運盛典”的美譽，弗朗索瓦在這個特殊的奧運會上曾經贏得過“一塊金牌”——當時克萊斯勒播出了一段2分鐘的商業廣告，以頹敗、老舊的汽車城為背景，歡慶“來自底特律”的汽車。根據汽車網站Edmunds.com的數據，這段廣告播出后，克萊斯勒的品牌考慮購買度增加了267%，同時這段廣告在Youtube上的瀏覽次數也接近1,300萬。

????當時，這則廣告由過氣的說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處于下坡路的明星——珍妮弗?洛佩茲，希望籍此制造話題。過去兩周，弗朗索瓦已經播出一段30秒的菲亞特廣告，畫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，內容是洛佩茲駕駛菲亞特500穿過街道時受到狂熱男性粉絲的圍追堵截，引發交通混亂。錄影帶的最后，洛佩茲帶領這群男性粉絲跳起舞來，這段舞蹈簡直原封不動地照搬了邁克爾?杰克遜以前的作品。

????但是，批評者卻對洛佩茲與這個意大利品牌之間的聯系感到疑惑，稱兩者之間風馬牛不相及，完全讓人摸不著頭腦。《廣告時代》（Advertising Age）一位讀者質問：“一位過氣、平庸的女明星和一家尋求將自己的品牌重新打入美國市場的汽車公司之間到底有什么聯系？只要付錢給她，她就會代言所有的東西。菲亞特居然跟她扯上關系，簡直是讓自己的品牌蒙羞。菲亞特的這個舉措荒謬透頂。她染指的所有東西都變得毫無價值。她毫無品位可言，菲亞特會被拖累的。再見，寶貝。”

????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."