GlobalHue in Contract Negotiations with Chrysler

By Patrick Coffee 

Detroit-based agency GlobalHue scored headlines last February for its Chrysler Jeep Super Bowl ad starring Bob Dylan. The spot inspired a spoof or two and led Crain’s Detroit to name the shop “the real Super Bowl winner” and label the campaign itself “a step to general accounts.

In response to a number of tips we received regarding the two parties, a GlobalHue spokesperson told us today that agency and client are currently in the midst of contract negotiations.

Both GlobalHue and its sister company A to Si Translations — which share an owner — have existing relationships with Chrysler, and both are currently renegotiating their contracts to determine “best relations moving forward.” In December, a spokesperson from the Fiat Chrysler Group told us that GlobalHue remains the Jeep brand’s creative agency of record, and the agency calls all contradictory claims “patently untrue.”


GlobalHue first signed with Chrysler in 2010, when the client chose new creative shops for its top four brands. The Fiat Chrysler group has not made any recent announcements regarding its agencies of record.

Here’s the ad that won GlobalHue so much attention: