DETROIT -- DaimlerChrysler's campaign for Chrysler Group's 2002 models is tagged, "Drive = Love." The work is from lead Chrysler agency PentaMark Worldwide, Troy, Mich.
The tagline replaces "Engineered to be great cars," which has been running since September 1997. That tag was created by Bozell's former Detroit office.
The campaign breaks Sept. 10 with two TV spots on ABC's Monday Night Football and the Latin Grammy Awards (CBS) on Sept. 11. Two more spots will debut later in September. Three print ads, including one six-page foldout, break in October issues.