Screen shot from the Open Road ad campaign.
May 7, 2009.
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 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.
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.”
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.
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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