Chrysler Celebrates Being American by Making You Think It's German or Japanese

The outside-in approach

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How do you sell American cars in 2014? By tricking people into first thinking your goods are Japanese or German.

Chrysler is launching a tongue-in-cheek campaign for its 200 model with TV ads featuring voiceovers that start in foreign languages, touting qualities commonly associated with cars built outside the U.S. Then, the narrators register faux shock that the car cruising across the screen is, in fact, a Chrysler. Reliability and performance are now "American things," the ads explain, in a bid to quickly to throw the brand's past self under the bus.

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