The second half in America has apparently begun. Chrysler is rolling out four new TV commercials from Wieden + Kennedy this weekend that extend the theme—introduced with the "It's Halftime in America" spot on the Super Bowl—of battling adversity in bleak economic times. Clint Eastwood makes way here for ordinary Americans—proud, hardworking, always getting up after being knocked down—in the hardboiled spots, breaking this weekend on major programming like the NCAA men's basketball semifinals and national championship game, NHL and Nascar competitions, the Academy of Country Music Awards and Mad Men.
Chrysler CMO Olivier Francois describes the four spots:
• Chrysler, "300 My Son Steven." "A father's pride in his adult son making his own way in life. This commercial encourages one to dream big, set your own course and shoot for the stars."
• Dodge, "Shaun in the Challenger." "A father speaks to the importance of honor and family. In this spot, the focus is on the importance of family and this great country."
• Jeep, "Jenny in the Jeep Wrangler." "The story of a young daughter who is adapting to a new life and a new city with her family. We see our characters reinvent, persevere and embrace the spirit of American resilience."
• Ram, "Tommy and the Ram." "A wife's admiration for her husband's selfless and unwavering determination to provide for his family. This piece highlights the meaning of persistence, determination, dedication and taking on the path of responsibility."
Francois adds: "I'd like to remind everyone as they watch to remember the spirit of 'It's Halftime in America' and its simple message that in the land of opportunity, everyone has the right to dream and the power to turn that dream into reality."