Chrysler Rolls Out Sebring Campaign

NEW YORK Chrysler will launch a multimedia campaign in November to support its 2007 Sebring, including two TV spots, four print ads, product placement and sponsorship of Time magazine’s “Person of the Year.”

The effort, via BBDO, Troy, Mich., begins with a 30-second spot, “Wind Tunnel,” that will air Nov. 1 on ABC’s The Nine, NBC’s 20 Good Years and Biggest Loser, and late-night talk shows on NBC and CBS. The spot then will run on cable venues such as Food Network, HGTV, Fine Living, DIY, USA, BET, National Geographic and Animal Planet, as well as NFL and college football, golf and the NBA.

In “Wind Tunnel,” an engineer watches from his control booth as the Sebring is tested in a wind tunnel facility. When he leaves the room to get a cup of coffee, a stream of smoke racing over the car decides to take a closer look at Sebring’s interior. A voiceover talks about the MyGIG Infotainment System, the heated and cooled cup holder, and the refined leather-trimmed interior as the smoke passes over each one.

Separate TV spots will also air in the Mandarin, Hindi and Korean languages, via GlobalHue, Chrysler’s diversity marketing agency, on ethnic networks.

The print buy includes Sports Illustrated, Time, Newsweek, Ladies’ Home Journal, Better Homes and Gardens, Vogue Living, Redbook, InStyle and automotive magazines; placement also includes newspapers such as USA Today and The Wall Street Journal. Chrysler, the exclusive automotive sponsor of People magazine’s “Sexiest Man Alive” coverage at People.com, has five pages of Sebring ads in the “Sexiest Man Alive” issue Nov. 27. For the second year in a row, the carmaker is sponsoring Time‘s “Person of the Year,” with numerous ads in issues prior to the Dec. 18 announcement.

The ad spend was not given. Chrysler said earlier this year that it would spend more than $500 million on ads in the second half of 2006 to support 10 new vehicles. “The Sebring is a very important vehicle for us,” David Rooney, director of Chrysler market and global communications, said in a statement.

—Brandweek staff report