Fiat USA reported their October 2011 sales last week, and they were surprisingly soft. Fiat sold 1965 Fiat 500 sedans and cabriolets last month, compared with 2773 for the month of September.

This was despite October bringing news that the Fiat 500 was awarded the Insurance Institute for Highway Safety's Top Safety Pick rating, and a special $199 lease deal offering.

Original Lopez TV spot was a trailer for her music video

In September, Fiat USA began a national TV advertising campaign for the Fiat 500 featuring Jennifer Lopez that garnered a lot of attention, attributed to her celebrity status, but also partly due to the car's controversial lack of screen time. This campaign was heavily ramped up all during October with a new TV ad displaying more of the car. There is no doubt that the advertisements have introduced the Fiat 500 to a whole new demographic, one that is not likely even heard of a Fiat; however, this hasn't translated into sales - yet.

Second Lopez advertisement shows more of car, but not enough for some critics

The most valid criticism of the current ad is the celebrity is getting in the way of the product. Case in point, in a recently aired Lopez commercial, viewers had to wait to the end to see what product she was ultimately endorsing - it turned out to be her clothing line.

New Fiat 500 Abarth teaser ad. A little of the car and a lot of the attitude. More successful?

We have no idea of where the campaign will head in the future, but at this point, seeing more of the car and less of Lopez seems likely. Of course, the Fiat 500 is itself a celebrity; wherever you go in this car, it gathers attention and crowds. The car has enough charisma and presence that it doesn't need to rely on an endorsement. It may be time to show the substance of the car and what is behind its award winning design.

Year to date sales figures for the Fiat 500