AUBURN HILLS, Mich. — A little more than a week after announcing its strategic global alliance with Italian automaker Fiat and its intention to restructure its business, Chrysler LLC is launching a new corporate advertising campaign, which highlights the range of current and future vehicles in the company’s portfolio and its rebirth as a global car company. The new ads will begin appearing on primetime television on Monday, May 11.
Under the tagline, "We’re building a new car company. Come see what we’re building for you," the campaign talks directly to consumers by highlighting the features of Chrysler LLC’s product line in a fresh, new and memorable way. The messaging focuses on the quality, technology, safety and value built into every Dodge, Chrysler and Jeep vehicle.
"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. We believe this campaign delivers on all of those objectives," said Steven Landry, executive vice president – North American Sales, Marketing, and Mopar Parts and Service, Chrysler LLC. "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 spot, called "Bright Future," focuses on the strength of Chrysler LLC as a company as it works through its restructuring and finalizes its global alliance with Fiat.
A second 30-second spot, called "Open Road," puts the focus more on the products and the features that make each one unique.
The television spots will break on Monday, May 11 on primetime network programming, which includes programs such as NBC’s "30 Rock," "Biggest Loser," "My Name is Earl," "The Office," "Southland," "Law & Order," "Law & Order SVU" and "Law & Order Criminal Intent;" ABC’s "Dancing with the Stars" and "Desperate Housewives;" and FOX’s "24," "Fringe" and "House."
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.
International markets will have four TV spots available to air, featuring the Chrysler Grand Voyager, Chrysler 300C Sedan, Dodge Journey and Jeep Grand Cherokee, in addition to a spot specifically edited from existing assets to promote the three brands. There will also be international specific print ads created to support the Chrysler Grand Voyager, Chrysler 300C Sedan, Chrysler 300C Touring, Dodge Journey and Jeep Grand Cherokee. There will be a tri-brand version made available as well. The creative for international markets will roll out over the next few months.
The campaign was created by BBDO Detroit, the agency of record for the Dodge, Chrysler and Jeep brands.
