Chrysler Seeks Younger Buyers

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TV spots in PentaMark’s retagged campaign for Chrysler represent an effort to make an emotional connection without getting too “syrupy,” the agency’s top creative said.

The humorous spots, tagged “Drive = Love,” are aimed at connecting to consumers in a more contemporary way. The agency hopes to attract younger customers to the brand, without alienating the more traditionalist Chrysler stalwarts, said Bill Morden, executive creative director at the Troy, Mich.,

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