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A
little more than a week after announcing its
strategic global alliance with Italian automaker
Fiat SpA 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 introduced on May 3, “We’re
building a new car company. Come see what we’re
building for you,” the campaign talks directly
to consumers by highlighting all 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.”
Corporate Spots
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 finalises its global
alliance with Fiat.
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. As the spot moves
through the design studio to running footage of
the Dodge Journey, the voiceover talks about the
advantages of the alliance with Fiat – “Our new
alliance with Fiat gives us access to even more
high quality, environmentally friendly, fuel
efficient vehicles.” The spot continues with
running footage of the Chrysler 300, Dodge
Challenger, Jeep Wrangler and Chrysler Town &
Country as the voiceover continues, “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 as 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 second 30-second spot, called “Open Road,”
puts the focus more on the products and the
features that make each one unique.
Opening on two Jeep Wranglers driving through a
beautiful countryside, the spot cuts to a woman
in one vehicle, top open with the sun shining
in. The super appears – “We build escape pods.”
Next, a Chrysler 300 drives through a darkened
tunnel with the super – “We build luxury
suites.” A crash test of the Dodge Grand Caravan
carries the message, “We build security
blankets.” The super for a Jeep Grand Cherokee
perched on a hill overlooking a beautiful vista
says, “We build observatories.” A shot of a
Dodge Ram motoring through muddy, rough terrain
says, “We build mechanical bulls.” As the Dodge
Challenger takes off down a road with smoke
behind it, the super calls out, “We build
rockets.” As the sliding door of a Dodge Grand
Caravan opens and children pour out, the message
is “We build starting gates.” The spot closes
with a shot of the Dodge Circuit Electric,
Chrysler 200C Electric concept and 2011 Jeep
Grand Cherokee as the voiceover concludes with
the new tagline, “At Dodge, Chrysler and Jeep,
we are building a new car company. Come see what
we’re building for you.”
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. Under the headline,
“We’re building a better car company,” the 2011
Jeep Grand Cherokee, Chrysler 200C Electric
concept and Dodge Circuit Electric are shown in
a clean, modern setting. The copy goes on to
explain some of the changes that the Dodge,
Chrysler and Jeep brands are making toward
building a stronger, leaner and more competitive
car company, some of the benefits of the
proposed alliance with Fiat and reminds
customers of Chrysler’s lifetime powertrain
warranty, which is the best in the industry and
backed by the U.S. government. The copy ends
with “At Dodge, Chrysler and Jeep, we’re
building a new car company. Come see what we’re
building for you.”
Product Spots
In addition to the corporate spots, there will
be individual twenty five-second product spots, which
dealers can tag with a five-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 product spots, key features of each
vehicle are highlighted by relating that feature
to something more familiar and more memorable
for consumers.
The spot for the Chrysler Town & Country opens
on the vehicle driving down a scenic highway. A
young girl is shown rolling down the second row
window as the voiceover says, “We build
Viewmasters.” To demonstrate the Rear Cross Path
detection system, the voiceover continues with
“We build security cameras,” as another vehicle
passes behind the Town & Country. As a group of
Boy Scouts gets settled into the Swivel ‘n Go™
seats, the voiceover says, “We build troop
transports.” The voiceover continues with “We
build moving vans,” as a family is shown packing
up their daughter for college. As children watch
the Uconnect studios Backseat TV on the dual DVD
system, the voiceover says, “We build TV
stations.” The spot closes with running footage
of the Town & Country and the voiceover says,
“We build the 25 mile per gallon Chrysler Town &
Country. Come see what we’re building for you.”
Each of the spots closes with a build of the
brand logo, beginning as if an engineering
drawing and finishing as the pristine brand
emblem.
The print campaign mirrors the television with
beautiful photography of the vehicles, an
overall vehicle positioning statement and
smaller images that highlight the features in
the same manner as the television executions.
The “We Build” theme will also carry into
international markets, but the ads will be
revised slightly to meet individual market
needs. Canada will run the corporate television
spots through May. They will begin running the
product spots, focusing mainly on Grand Caravan,
Ram and Journey, at least through June. Mexico
will also launch with the corporate print ads
and television spots the week of May 11. They
will continue running the campaign with specific
product advertising in magazines and TV through
July.
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.
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