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DETROIT DaimlerChrysler AG’s Chrysler Group is tweaking the tagline for its Chrysler brand from “Drive = Love” to “Drive & Love” in a new campaign breaking in January featuring Celine Dion.
BBDO, in Troy, Mich., is the lead agency on Chrysler Group advertising. The Arnell Group, New York, helped orchestrate the Dion deal. Both are part of the Omnicom Group.
“Drive & Love” expresses the “emotional bond” between customers and Chrysler vehicles, said Tom Marinelli, Chrysler brand marketing vice president.
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