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FCB’s Upcoming Ads Focus on Hybrid Vehicle’s Features
DETROIT–FCB Worldwide takes a light approach in the upcoming $70 million spring launch of DaimlerChrysler’s new vehicle, the retro Chrysler PT Cruiser.
Insiders who saw some of the initial work say creative conveys the passion owners and potential owners feel about the crossover vehicle, a sort of car/truck hybrid.
Sources said the automaker initially intended to spend more than $100 million on the campaign but has adjusted that downward. Dollars are being shifted toward nontraditional advertising and public relations activities to help maintain a buzz about the vehicle.
In one of several TV spots from FCB, Southfield, Mich.,
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