18 February 2019

New Fiat Advertising Campaign celebrates 2019 GRAMMY Best Reggae Album Award Winners Sting & Shaggy


The new Fiat teaser celebrates the 2019 GRAMMY ‘Best Reggae Album’ winners, Sting & Shaggy, for their chart-topping release, ‘44/876’ (Cherrytree / A&M / Interscope Records), and gives a sneak-peak of the upcoming advertising campaign featuring these two iconic artists and their forthcoming single ‘Just One Lifetime’.


“I am delighted by the news of this well-deserved award and our brand is humbled to join hands with these two eminent artists,” said Olivier Francois, Head of Fiat Brand and FCA Global Chief Marketing Officer.


Directed by the illustrious Joseph Kahn (Jennifer Lopez, U2, Lady Gaga, Taylor Swift), the communications campaign includes a teaser (https://youtu.be/lE-azsyDVhI) that features selected scenes from Fiat’s new advertising campaign, starring Sting & Shaggy, for the launch of a new special series as a tribute to the brand’s 120th anniversary. Kahn also directed the music video for Sting & Shaggy’s new single, ‘Just One Lifetime’, of which Fiat is the media sponsor. The campaign will launch in early March 2019. 


In 2018, Sting & Shaggy released a collaborative, reggae-influenced album, entitled ‘44/876’, that drawsfrom the many surprising connections at the heart of their music. With its title referencing their home country dialling codes, ‘44/876’ first and foremost honours the duo’s mutual love for Jamaica - Shaggy’s homeland and the place where Sting penned such classics as The Police’s ‘Every Breath You Take’. Their chart-topping release debuted at #1 in Germany and was Top 10 in the UK. It has spent over 20 weeks at the top of Billboard’s Reggae Album chart in the US and earned Gold certifications in Poland and France.


Last summer, Sting and Shaggy took their collaboration to the road for the critically-acclaimed 44/876 World Tour, performing their most celebrated hits as well as songs off their GRAMMY-winning album. The duo will take their tour to the UK from May 19 - 25 for a series of intimate and exclusive concerts, hailed as ‘a reggae rock dance party that never lets up’. For further information, please visit: www.sting.com.

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