TV spots in PentaMark's retagged campaign for Chrysler represent an effort to make an emotional connection without getting too "syrupy," the agency's top creative said.
The humorous spots, tagged "Drive = Love," are aimed at connecting to consumers in a more contemporary way. The agency hopes to attract younger customers to the brand, without alienating the more traditionalist Chrysler stalwarts, said Bill Morden, executive creative director at the Troy, Mich., shop.
The campaign breaks tonight with two spots on the regular season opener of ABC's Monday Night Football. The media buy, executed by PentaCom, Troy, Mich., includes NFL and college football games, The Today Show and prime time.
One spot follows a young couple who appear to be in the throes of passion. But after an em brace, it becomes apparent that the woman has her eye on something else. She grabs the keys to the PT Cruiser from his back pocket and hits the road.
The initial print campaign in cludes three ads and breaks in the October issues.
While the initial work in the campaign features multiple vehicles, TV and print executions focusing on specific Chrysler brand products and their attributes will break after the first of the year.