Product placement is 24 karat gold when it comes to advertising.

A paid advertisement is one thing, but if you can get your product featured as part of content, that’s an entirely different ball game.

It’s the reason viewers often see the glowing Apple logo staring back from screens in movies and TV shows and why beer is conveniently turned around so you can see the label when characters slake their thirst.

Car makers also like to see the stars driving their wheels on the screen, because it drives up sales quicker than a Ferrari off the mark.

Which brings us to Fiat-Chrysler which has scored a major coup with its Fiat 124 Spider Abarth winning a starring role alongside Sting and Shaggy in the music video for their new track Gotta Get Back My Baby.

The track is off their album 44/876 which has spent 17 weeks a the top of the Billboard Reggae chart.

The video pairs Sting and Shaggy as two Miami detectives who convince their captain that they’re “going to need the Spider” (his prized Fiat 124 Spider Abarth), as part of their South Beach stakeout for “the most dangerous woman in the country.”

What could go wrong?

The official YouTube music video, which has chalked up more than 2.3 million views in just a few days, was directed by Michael Garcia.


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Sting and Shaggy stakeout the Spider


Chris Riley has been a journalist for 40 years. He has spent half of his career as a writer, editor and production editor in newspapers, the rest of the time driving and writing about cars both in print and online. His love affair with cars began as a teenager with the purchase of an old VW Beetle, followed by another Beetle and a string of other cars on which he has wasted too much time and money. A self-confessed geek, he’s not afraid to ask the hard questions - at the risk of sounding silly.
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