Chrysler Promotes Safety Rating | Adweek Chrysler Promotes Safety Rating | Adweek
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Chrysler Promotes Safety Rating

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DETROIT DaimlerChrysler's Chrysler Group is running a full-page ad in national newspapers today touting a forthcoming safety rating from the National Highway Traffic Safety Administration.

The new Chrysler Pacifica will receive five stars for both front- and side-impact protection in NHTSA's upcoming crash-test safety report, which will be released in mid-May, said a Chrysler representative. Five stars indicate the best protection for vehicles compared to others within the same weight class. Head and chest injury data are combined into a single rating and reflected by the number of stars.

The newspaper ad was created by BBDO, Troy, Mich., and will run today in The New York Times, Los Angeles Times and The Wall Street Journal. It continues the use of black-and-white images of the vehicle, which began with Chrysler brand advertising earlier this year, as well as the Chrysler divisional tag, "Drive & Love." All Pacifica ads will also include the line, "A new concept of style and confidence."

The safety designation is likely to appear in other forthcoming Pacifica ads, the representative said.