Fiat has partnered with Sting and Shaggy for the duo’s Gotta Get Back My Back video, in which the brand’s 124 Spider Abarth is featured.
Fiat is collaborating with recording artistes, Sting and Shaggy, on the duo’s official music video for Gotta Get Back My Baby. In line with the tie-up, the carmaker’s 124 Spider Abarth model is featured in said clip, which has garnered 2.4 million views since its YouTube release.
Co-produced by Teflon and Martin Kierszenbaum, and directed by Michael Garcia, the video pairs the singers as two Miami detectives. Assigned to a South Beach stakeout for the most dangerous woman in the country, they convince their captain the Spider is needed for the job.
Fiat will support the video globally through its digital and social media channels, with exposure in the United States via Instagram, Twitter, Facebook, and YouTube. Sting and Shaggy will take the show on the road with a world tour, combining their respective bands to perform their greatest hits and new songs off the 44/876 album.
“The brand’s fun personality gives us the opportunity to be just a little more adventurous and playful in our approach with our music partners. The 124 Spider Abarth is incredibly honoured to play the role of side-kick to such legendary and audacious artistes,” said Olivier Francois, CMO and Head of Fiat at FCA.