Fiat rolls out a new commercial on the American market, where Fiat 500 was introduced in March 2011.

Photo: a snapshot from Fiat ‘Immigrants’ commercial, from www.nytimes.com

Last year, Fiat treated Americans with ads starring Jennyfer Lopez. The new spot created by the Richards Group in Dallas features a car submerged in deep water but warns viewers with the words ‘Fictionalization. Do not attempt’. This is the first of three ads that will be introduced a bit later and will feature other cars from Fiat USA brand lineup: Fiat 500, Fiat 500c (for cabrio, or convertible) and Fiat Abarth, says The New York Times.

The first video dubbed ‘Immigrants’ has only a subtle hint on the title—a glimpse of the Statue of Liberty in the windshield of one car. It neither features any other elements connected to the Italian origin of Fiat nor has relation to politics.

“The reference was to a commercial with Clint Eastwood that the Chrysler Group ran during the halftime of Super Bowl XLVI on Feb. 5,” Olivier François, head of the Fiat brand and chief marketing officer at the Chrysler Group said in an interview to NYT. The new spot is aimed to attract American drivers’ attention to Fiat 500s model which competes with other compact vehicles like the BMW Mini Cooper, Chevrolet Sonic or Volkswagen Beetle.

The first part of the commercial also has some Italian spirit—it was filmed on the Amalfi Coast of Italy and the soundtrack is a version of ‘Torna a Surriento,’ (Come Back to Sorrento) song by Italian trio Il Volo. The other part of the ad shows the Fiat 500 driving on the streets of New Yorkand the voiceover says: “The next wave of Italians has come to America, and they’ve come to party. The Italian-designed Fiat 500.”

The automaker is also rolling out a similar campaign in India, says Campaign Asia. The campaign will be focused on Fiat’s Multijet and Common Rail Direct Engine technology engines, used in cars of several local manufacturers.

Fiat 500 sales in the USA are growing. The automaker started to promote the vehicle on this market last year with commercial that underlined the brand’s Italian heritage. The total for the first six months of this year, 20,706, has already surpassed the total for the 10 months of last year that the car was available, 19,769, according to NYT.