Bozell Gives Chrysler New Look

DETROIT-Chrysler/Plymouth/Jeep/Eagle, a division of Chrysler Corp., gets a makeover this week from Bozell Worldwide in Southfield, Mich.
The ad blitz includes 17 new TV spots and 23 print ads, plus new taglines for the Chrysler and Plymouth brands.
TV breaks over the next two weeks, while print executions begin appearing in October magazine issues.
The automaker spent $188.2 million on advertising for the Chrysler brand in 1996, $182.1 million on the Plymouth, $164.7 million on Jeep and $29.4 million on Eagle, according to Competitive Media Reporting.
Those numbers are expected to climb as Chrysler continues to intensify efforts to seat its brands. Six-month figures for 1997 already showed increases: Chrysler spent $95.3 million on the Chrysler brand, $101.5 million on Plymouth and $108.3 million on Jeep.
The new taglines for both Chrysler and Plymouth are evolutions of last year’s initial efforts to distinguish the brands, said Gary Topolewski, Bozell executive creative director. Plymouth’s “One clever idea after another. That’s Plymouth.” has been shortened to simply, “That’s Plymouth.”
The humorous spots are more single-minded, focusing on how the division’s vehicles are affordable, without sacrificing fun.
“Regardless of the value nature, it doesn’t have to be boring,” Topolewski said. “It can be a cool, hip car to have.”
The eight vehicle-specific spots and one brand spot will break Sept. 16.
The Chrysler brand theme changes from “What’s new in your world” to “Engineered to be great cars.”
The campaign, which begins Sept. 19, focuses on the brand’s engineering and design heritage.
Four new Jeep spots, breaking Sept. 27, reinforce the brand’s iconlike image in the continually competitive sport utility vehicle market, Topolewski said. The tagline continues as “Jeep. There’s only one.”