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Liberty Launch Key for Chrysler

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DaimlerChrysler's ailing Chrysler Group has a lot riding on the launch of its newest model, the Jeep Liberty.

The campaign aims to expand Jeep's appeal to urban consumers, including import-brand loyalists who have no desire to go off-road, said Bill Morden, executive vice president and executive creative director on the Chrysler and Jeep brands at PentaMark Worldwide, Troy, Mich.

These buyers are more "image-oriented" and the new campaign is meant to impress upon them that Jeep fits their lifestyle, Morden said.

"We're trying to give Jeep a little broader appeal to a changing market without losing its mystique," he said.

The estimated $50 million campaign behind the Liberty, which replaces the Jeep Cherokee, launches nationally the week of June 18.

Chrysler is undertaking a three-year revival plan to reverse a downward slide—the company posted a $3 billion loss over the past three quarters. Although marketing budget cutbacks have not been specified, the turnaround plan includes pushing suppliers to cut prices by 15 percent.

Television spots for the Liberty will be themed, "The next great Jeep idea," and employ the long-time brand tag, "Jeep. There's only one."

Six 30-second TV spots from PentaMark show the Liberty in urban settings, a departure from previous Jeep advertising, Morden said.

Spots are also being created by Don Coleman Advertising and Montemayor y Asociados, which handle African American and Hispanic work, respectively.