Collaborations with musicians and brands is not a rare thing, and almost every month some of biggest music celebrities decide to team up with global labels either to promote their own albums or help push new products (or both). British electronica band Faithless joined forces with an Italian automaker Fiat to promote “Feelin’ Good”, the band’s new single and a special edition auto of the same name.

Faithless got no money for taking part in the project, still they got a great 3-minute big-budget music video created for them in Prague free of charge and will have their new song and the «Dance» album promoted during the upcoming campaign. The video-clip will premiere in one of the ad breaks during «Big Brother» reality show in the UK this Sunday. A 30-second edited piece of the video will be used in the promotional push for Fiat next week. The brand’s logo is not included into the clip, but still there is a blue Punto Evo car featured into the visual story.

«They want to sell cars and we want to sell music, it’s getting that symbiotic relationship to work, which is interesting and challenging,» commented Sister Bliss, founder member of Faithless. «They wanted us to be involved in the creative process, check the script and the director and be totally involved in every way. We don’t feel any great antipathy to being part of a car ad, especially one that has been done in a creative way. It doesn’t mean that our music has any branding on it; it’s not crude like that, it’s more of a clever association. Machines and cars and electronic music seem to go hand in hand, and technological development is part of what makes Faithless music of the future.»

The idea to team up Fiat with Faithless belongs to the Krow Communications advertising agency. «There are lots of financial and creative synergies that make this a win-win for both parties,» said Jason Knight, Krow’s head of branded content and entertainment partnerships.