Obama everywhere but it's a Fiat on the front of the Daily Express

On the day most papers across the world were splashing on the historic inauguration of President Barak Obama, the Daily Express sold a front page wraparound to an advert for a Fiat 500.
The ad is headlined "It's A Big Day For Firsts" - and readers are told "The World's Greatest Newspaper" is inside, where a proper copy of the Daily Express is found leading on the inauguration.
It's not the first time newspapers have sold their front page, Pepsi and the Mirror for instance, but I am not sure it's ever happened on such a strong news day.