Chrysler Builds a New Image

A week after filing for protection under U.S. Bankruptcy laws, Chrysler announced its new corporate ad campaign for U.S. and overseas markets today. The message: Chrysler is still in business. The new effort will highlight the range of current and future vehicles in the company’s portfolio. It will also tout its rebirth as a global car company per its alliance with Italian carmaker Fiat.

The new ads will begin appearing on prime-time television on May 11. A company rep declined to say how much the company was spending on the campaign.

Under the tagline introduced during a new print campaign that broke May 3, “We’re building a new car company. Come see what we’re building for you”, the campaign focus on the quality, technology, safety and value built into Chrysler vehicles, the company said.

“When we asked consumers what they wanted to know about Chrysler, they told us to tell them about our products, tell them why they should buy our vehicles and give them a reason why they should be confident in the future of this company,” said Steven Landry, evp, North American sales, marketing, and Mopar parts and service, Chrysler LLC. “We believe this campaign delivers on all of those objectives. In addition, this campaign gives us the opportunity to reinforce that it’s business as usual and demonstrate a bright future ahead for Chrysler.”

The first 30-second ad is a corporate spot called “Bright Future.” It focuses on the strength of Chrysler as a company as it works through its restructuring and finalizes its global alliance with Fiat, the company said.

Opening on a shot of designers working in the Chrysler design studios, then cutting to shots inside an assembly plant, the voiceover explains that Dodge, Chrysler and Jeep are building a new car company and restructuring to be stronger, leaner and more competitive.  It features the Chrysler 300, Dodge Challenger, Jeep Wrangler and Chrysler Town & Country.

The voiceover says: “It’s all part of our continuing mission to build cars and trucks you want to drive. Plus we have the best lifetime powertrain warranty in the industry, backed by the U.S. government.” The spot closes with a shot of the Dodge Circuit Electric, Chrysler 200C Electric concept and 2011 Jeep Grand Cherokee. The voiceover concludes with “At Dodge, Chrysler and Jeep, the future is not only bright. It’s electric. Come see what we’re building for you.”

A coordinating national print ad appeared in newspapers in the top 50 U.S. markets on May 3 and in the Wall Street Journal, USA Today and New York Times on May 4.

In addition to the corporate spots, there will be individual 25-second product spots, which dealers can tag with a 5-second retail message. The first spots will feature the Jeep Grand Cherokee, Chrysler Town & Country and Dodge Grand Caravan. Additional product spots for the Chrysler 300, Jeep Wrangler, Dodge Ram and Dodge Journey will roll out later in the year.

The campaign was created by BBDO Detroit, the agency of record for the Chrysler, Jeep and Dodge brands.

Source: Adweek