It’s all about product placement in Fiat’s new global ad campaign starring Diddy. With Pharrell’s Academy Award nominated “Happy” set as the background soundtrack, the new ad creates a working relationship beneficial for all parties included.

“Fiat could never write a check for an appearance from Diddy,” Chrysler chief marketing officer Olivier Francois said during a presentation in Midem. “But we are able to offer something instead. The connection. The exposure. The triangulation of brands. Is it product placement?  Of course it is. It’s Diddy’s products in our ad. But it makes as much sense as water in the desert. And in return, we get something unique. Him.”

The new ad, “Mirage,” finds two men stranded in a dessert who are unable to discern what is reality and what is a hallucination. The two men watch a car full of women pass by as well as Diddy who offers up a bottle of Aquahydrate, his brand of performance water (a venture he has with Mark Wahlberg). The struggling guys are unable to believe their eyes when they arrive at Diddy’s Revolt fiesta where they set their eyes on a four door Fiat – traditionally a two door car.

Watch the ad, set to air February 13, above.