• by Karl Greenberg , November 23, 2015

Fiat Chrysler returned for a second year to be category-exclusive sponsor of the American Music Awards (AMA) telecast Sunday night. The effort involves, involving a partnership with Warner Music Group, Universal Music Group and Sony Music, involves three spots, all of which aired during the AMA telecast on Sunday night, with a #DriveTheBeat social element. All of them will continue to live online both on artist and FCA sites. 

Olivier Francois, global CMO of the Auburn Hills, Mich. automaker, said the program helps the automaker reach Millennials. “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,” he stated.

The 90-second spot features Atlantic Records artists Charlie Puth, country star Brett Eldredge, Ty Dolla $ign, and Latin music star Sofia Reyes. The ad is a pastiche where each artist sings Puth’s “One Call Away.” The artists drive Chrysler, Dodge, Jeep, Ram and Fiat vehicles to places like Nashville, Detroit, Chicago, St. Louis, Los Angeles, the Valley of Fire in Nevada, the California Salt Flats and Miami. The Chrysler 200, Dodge Challenger, Dodge Charger, Fiat 500X, Jeep Renegade and Ram Rebel are featured.

The “One Call Away” video featuring the vehicles and produced for the American Music Awards campaign will debut in a longer-form three-minute video on Charlie Puth’s YouTube page, per FCA.

A second 60-second spot features Interscope Records artists BØRNS, who touts the Chrysler brand; Tory Lanez for the Dodge brand; Skylar Grey for Ram; and Pia Mia for Jeep brand. A 30-second spot from the FIAT brand features Sony Music group Pentatonix.