Faithless and Fiat Collaborate in World's First ‘Prommercial'

Fiat and British electronica band Faithless joined forces to create the world's first prommercial'

, a fusion of promotional video and TV commercial.

On Friday 20th August a projection of Faithless' new video Feelin' Good' could be viewed on London landmarks, including the National Film Theatre and Royal Festival Hall. In the video a man and women perform incredible dance moves at a club, throwing shapes that mimic the movements of stylised Maxi Jazz and Sister Bliss dolls that hang from the rear view mirrors of two new Fiat Punto Evos.

The three minute long video was shown for the first time in a break during Channel 4's Big Brother on Sunday 15th August and 30 second clips will be shown on TV as part of the campaign until September 12th.

The product placement hasn't gone down well with some Faithless fans who have accused the band of selling out. In a video interview with NME at V Festival 2010 the duo defended their decision, Maxi Jazz commented:

"If you want to get your music out there to people you have to try new avenues, as Prince has, as Radiohead have and as we are trying to do."

Sister Bliss added: "I do believe we have a measure of artistic integrity, and we didn't want to do something that was kind of cheesy and obvious and crass."

Although Fiat paid for the video no money exchanged hands and there is no sloganning in the video. The Fiat Punto Evo gets a lot of footage, including numerous dashboard shots, but Krow, the agency responsible for the video, have ensured it has been done in a creative way.

Faithless, who dropped their record label BMG in 2007, have also recently been criticised for using iTunes and Tesco as the distribution vehicle for their self-released new album The Dance'.

Sister Bliss recently said: "You do what you can to get your music out there. People who get up in arms about these things obviously have no idea about how desperately difficult it is to put records out now and make any sort of living out of it, especially in this period of excessive [free] downloading."

As more and more bands look at new ways to promote their music to different audiences, such collaborations set to transform the way music is funded and the future of the music and television industry.

Fiat is launching a special edition Punto Evo Feelin Good as part of the campaign and are giving away copies of Faithless' to anyone who test drives the Punto Evo before the 21st September. On that basis I think I'll give the used Fiat 500 in Cardiff a miss and get my hands on the new Faithless album instead!

Faithless and Fiat Collaborate in World's First Prommercial'

By: jon smith

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