Its first TV advert was widely panned as one of the worst car-celebrity endorsements ever; however Fiat North America is too far down the road with actress Jennifer Lopez now to back away and a brand new spot tries to cash in on the Chrysler Group's only advertising success so far, Born of Fire. Unfortunately the new minute-long spot is quite badly executed and the result appears to be very little more than an ego trip for Lopez. It also cements the Fiat 500's demographic as being a female-target-audience-only car, pushing it further away potential male buyers, a curious early launch stage strategy for Fiat North America to embark on. The commercial, titled My World, is voiced-over by Lopez, who is seen driving a 500 Cabrio as she travels through the streets of Manhattan to the Bronx. It started airing yesterday and also plugs a song from her new album. "The primary objective of My World was to explore the story of Jennifer Lopez, who is a cultural icon. We watch as she leaves Manhattan and makes her way back to the Bronx, where she grew up and continues to be inspired by," believes Olivier Francois – Head of Fiat and Chief Marketing Officer and Brand Marketing Communications, Chrysler Group, who has been brought into fight the fires at Fiat North America. Unfortunately the serial celebrity-gazer François cannot distance himself too far from the placement as he was previously quick to take the credit for involving Lopez in Fiat North America's marketing strategy. “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," he adds. "That drive and determination is the common thread that is shared with the Fiat brand and our philosophy that Life is Best When Driven."