The
latest almost surreal twist in the Jennifer Lopez
"Bronx" advert - possibly the most disastrous TV
commercial to have aired in recent years - has come to
an end with Fiat settling with the team of graffiti
artists it featured in the spot without their
permission.The
association between Fiat and actress and singer Jennifer
Lopez is set to become a future "case study" on how not
to conduct celebrity product endorsements. The lowest
point so far in this autumn and winter campaign that has
so far appeared to hand all the exposure to Lopez while
pushing the Fiat 500 and its attributes backstage, was a
60-second spot, released in in early October, dubbed "My
World", where Fiat claimed that she was actually driving
a 500 from Manhattan to the Bronx, while celebrating and
taking inspiration from her "roots".
As it turned out, this
heavily cliché-riddled journey wasn't Lopez's "My
World", Fiat was able to fool the media for a month, but
it was discovered that her scenes were actually filmed
in Los Angeles and then slipped into the advert, with a
body double driving the Fiat 500 through the Bronx.
Matters simply got
worse as it was discovered that the Fiat 500 actually
broke down during the filming, pictures with the bonnet
up hit the internet, and then in a final twist a
commercial team of graffiti artists were included in the
spot without obtaining their permission.
Unfortunately Fiat
failed to realise that the graffiti artists that were featured
in the spot were actually a professional organisation called Tats
Cru. This is given away by the introduction page on
their website: "Tats Cru, Inc. is a group of Bronx –
based professional muralists whose work in aerosol has
challenged the perception of graffiti as art.
Twenty-four years ago, three teenagers began their
artistic careers by creating subway graffiti. What began
as a recognition tactic has evolved into a powerful,
expressive style that has brought Tats Cru to the
forefront of Mural art. Tats Cru has spearheaded the
battle to change peoples perception of graffiti art.
Proof of their success and the acceptance of graffiti as
an art form has been their work for the Smithsonian’s
Institute 35th annual Folklife Festival where Tats Cru
was chosen to represent New York City Muralists. Tats
Cru’s work now adorns several NYC Public Schools and
hospitals. In addition to their work reaching new
heights, Thats Cru has also lectured at Hunter College,
M.I.T. University of Massachusetts, Cortlandt
University, Brooks School and many community based
organizations. Tats Cru’s work has been featured in the
New York Times, New York magazine, USA Today, Vibe,
Associated Press, The Chicago Tribune, Mass Appeal and
many others. Their art has been included in such books
as Spray Can Art, The Art of Getting Over and R.I.P
Memorial Wall for which Tats Cru mural was chosen as the
cover art."
The group were vocally
unhappy in the media about a possible breach of
copyright over the featuring of their mural by Fiat in
the spot and one member of Tats
Cru, Wilfredo Feliciano, 45, spoke to the Washington
Post which reported him as telling them that "no one
from the group was contacted before Fiat ran the shot of
the graffiti, which he said has been copyrighted."
Feliciano was also quoted as saying: "Everyone started
congratulating us on the commercial and we’re like, what
commercial?"
That mistake by Fiat
just added to the train wreck that the misjudged advert has
caused; however threatened legal action by Tats Cru has
now been settled. "The Fiat brand recently learned of a
copyright issue involving a graffiti mural created by
the Bronx-based artists Tats Cru, which appeared in the
background of a Fiat commercial," a Chrysler Group
spokesperson Dianna Gutierrez said yesterday. "It is the
company’s
standard protocol to require that its ad agencies
conduct the necessary due diligence to ensure that all
trademarks and copyrights are respected in the course of
producing our advertisements. We are pleased to announce
that the parties have reached an amicable resolution to
this matter. Details of this agreement are
confidential."
ItaliaspeedTV:
"My World" - Fiat 500 TV Advert
featuring Jennifer Lopez