Does Sting really need the money? That was our first question when we viewed the new promotional video for the Fiat 124 Spider. The Fiat 124 Spider Abarth steals the show alongside Sting & Shaggy in the official music video for their new track, "Gotta Get Back My Baby" – the latest single, co-produced by Teflon (Wyclef Jean, Fat Joe, Ruff Ryders) and Martin Kierszenbaum (Sting, Mylène Farmer, Lady Gaga), off their album, 44/876, which has spent 17 weeks atop the Billboard Reggae chart.
The video is a throw-back to the Miami Vice days. The video has Sting and Shaggy as two Miami detectives who convince their "Cap'n" that they're "going to need the Spider" – meaning his prized Fiat 124 Spider Abarth – as part of their South Beach stake-out for "the most dangerous woman in the country."
Fiat is promoting the video and the whole enterprise seems a bit contrived, but we are big fans of the Spider, so why not? "We continue to strive for the unexpected in our marketing efforts across all FCA brands, and certainly here, the FIAT brand's fun-spirited personality gives us the opportunity to be just a little bit more adventurous and playful in our approach with our music partners," said Olivier Francois, Chief Marketing Officer and Head of the FIAT Brand, FCA. "The Fiat 124 Spider Abarth is incredibly honored to play the role of side-kick to such legendary and audacious artists as Sting and Shaggy in their latest music video."
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