I thought this was an interesting idea by FIAT to take the relationship between music and advertising to another level with this promercial which aired last Sunday, 15 August and screened during a break in the Channel 4 reality show Big Brother. Fiat booked the entire three-minute advert break to show the music video and create maximum impact.

Faithless said “We’re always looking at new ways to get our music to different audiences and exploring new ideas. The idea of showing our latest video on TV during an ad break is a first for us or any other band.” While I am not sure how successful this attempt is going to be in selling cars or the music for that matter (the song is currently at #136 in the UK charts), I am sure that continued collaboration will lead to better things and represents an interesting relationship.