DaimlerChrysler Sets Ad Route

DaimlerChrysler is set to debut a new pool of TV spots, key among which are ads for a new minivan lineup and the redesigned Sebring.

TV work was previewed last week in Orlando, Fla., where the automaker’s dealers were gathered for an annual business meeting.

The work was not slowed by the five-month old actor’s strike. Sources said the agencies were forced to find “creative” ways to keep up production.

DaimlerChrysler is putting special weight behind work for its new lineup of minivans. In one spot, a young couple appears to be painting a nursery in anticipation of a new baby. But once it is done, the camera pulls back to reveal it is actually the interior of a garage and the new “baby” is a Chrysler minivan.

Another minivan spot uses the dramatic music from 2001 Space Odyssey and features a little boy who leaps in slow motion out of the van.

Spots for the redesigned Chrys-ler Sebring spots feature actorless footage of recognizable spots around the country such as the Golden Gate Bridge and the Grand Canyon.

Executives at FCB, Southfield, Mich., national agency for Chrysler, Plymouth and Jeep, and BBDO, Troy, Mich., national agency for Dodge, declined to comment on the new work and referred calls to the client. Calls to the client were not returned by press time.

Dealers were shown a half-dozen TV spots for both launches and more are in the works, sources said. For FCB, these are the first new campaigns under the leadership of new chief creative officer Bill Morden, who replaced Gary Topolewski.

New model year spots are scheduled to begin airing in early September. DaimlerChrysler spent $136 million on minivan advertising in 1999 and $30 million on the Sebring, according to Competitive Media Reporting. Those figures are expected to climb with the new model rollouts.