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Charlie Sheen is Fiat’s New Bad Boy

Charlie Sheen, the actor and star of last year’s most widely watched meltdown, has teamed up with Italian car company Fiat to market the so-called “bad boy” of the fleet, the 2012 Fiat 500 Abarth.

In a commercial dubbed “House Arrest” (see below), Sheen, donning a suit and ankle bracelet, uses the interior of  his opulent home as his own personal race track during a raucous party.

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Olivier Francois, chief marketing officer for Chrysler and head of the Fiat brand worldwide explains the casting choice: “The Fiat 500 Abarth is the bad boy of the Fiat vehicle lineup and Charlie Sheen personifies the edgy and fun attributes of the Fiat 500 Abarth in ‘House Arrest’.”

Fiat, a major stakeholder in Chrysler Group LLC, has been trying to garner attention with its commercials since partnering with Jennifer Lopez in 2011. The new commercial, boasting the tagline “Not all bad boys are created equal,” flaunts Sheen’s penchant for reckless behavior as much as the car’s 160-horsepower, 1.4-liter engine.

The 500 Abarath, priced starting at $22,700, will go on sale in April. Sheen’s ad will appear on national networks and cable channels.

To contact the reporter on this story: Gillian White at staff.writers@wallstcheatsheet.com

To contact the editor responsible for this story: Damien Hoffman at editors@wallstcheatsheet.com