With its cupboard bare of new products Chrysler has kicked off the New Year with a new corporate advertising campaign that delves back into its long history in an attempt to make customers reconnect with the struggling U.S. carmaker.

With its cupboard bare of any new products Chrysler has kicked off the New Year with a new corporate advertising campaign that delves back into its long history in an attempt to make people reconnect with the struggling U.S. carmaker. As well as consumers Chrysler hopes to reach out to its many suppliers and partners.

Coming Home, was created, says Chrysler, "in response to requests from its dealers and research conducted which found that consumers do not realise that Chrysler Group has emerged from bankruptcy and is now a different company with a new alliance partner and a healthy product plan."

"This ad tells a story of Chrysler products bringing home loved ones throughout the years and our commitment to continuing to bring them home. It was important to tell this story during the holiday season because it is a time when families come together," said Olivier Francois, Head of Marketing at both Fiat and Chrysler Group. "We want current and future customers, suppliers and partners to know that we are here and we are committed to earning their trust and restoring our reputation."

The advert features a driver bringing home a leather travel bag throughout the years in various Chrysler, Dodge and Jeep vehicles. The travel bag aims to symbolise the continuation of life with all Chrysler Group brands and is the string that ties the entire story together. While various Chrysler, Dodge and Jeep vehicles are featured throughout, the advert begins with a 1930’s Chrysler Airflow and ends with a 2010 Chrysler 300 sedan. The 60-second ad was created and produced by the Chrysler brand’s advertising agency of record, Fallon.

Chrysler is expected to spend as much as US$1.4 billion on advertising this year as it unleashes a major campaign to prop up falling sales ahead of the arrival of new and facelifted models. So far the portents aren't good as the adverts rolled out since Fiat took control of Chrysler's fortunes since it emerged from bankruptcy in the summer have mostly backfired. An attempt to tie Chrysler in with Burmese dissident Aung San Suu Kyi was widely criticised in the media and the advert for the new Ram brand (Dodge's former truck division) "I am Ram. My tank is full." instantly became one of the most ridiculed automotive adverts for many years.

ItaliaspeedTV: "Coming Home: Sweet Dispositions (TV advert, 2010)