Chrysler debuts new campaign, radio included


As a new chapter begins in its 82 year history, The New Chrysler launched a national corporate ad campaign yesterday with the theme, "The New Chrysler: Get Ready for the Next Hundred Years." The ad was announced at a press conference signifying the first day of the new company, under the majority ownership of Cerberus Capital Management.

The campaign consists of print, internet and radio ads that introduce The New Chrysler company name to the public and reflect back on the company's product, innovation and technology leadership of the past as well as what can be expected in the future – the next hundred years. The Pentastar logo — which adorns the company HQ and was the corporate symbol of the Company for more than 40 years — has returned as part of The New Chrysler company logo.

The campaign's overall message conveys the pride, passion and commitment The New Chrysler has for building great vehicles, and creates excitement for what the future holds – new industry-leading cars and trucks with cutting-edge technology, high quality and increased fuel economy.

The New Chrysler corporate advertising campaign is scheduled to run in the US  through the end of August. Elements of the campaign will be used in Canada, Mexico and Puerto Rico.

A radio spot, titled "Cars & Trucks," is similar to an audio timeline that reflects back on all the Chrysler innovations that have helped revolutionize the automotive industry. It conveys the same message of pride, passion and innovation with the use of the message, "The New Chrysler."

A second radio spot, "Whew," is a spoof of an actor doing his first take on creating the voiceover for a new radio ad, complete with the studio engineer and announcer adding their portions. It highlights a list of industry leading innovations that are seen on today's Chrysler, Jeep and Dodge vehicles.

The first print ad, "Get Ready," announces "The New Chrysler" and highlights the Company's history of firsts, the latest products from the Chrysler, Jeep and Dodge brands, as well as quality, environmental accomplishments and the Company's recently announced Lifetime Powertrain Limited Warranty. The ad will run in magazines and newspapers, with a version of it on the internet.

A second print ad, running in magazines and on the internet, is titled "Babies." It focuses on The New Chrysler's next generation of customers and connects that with the company's future. The ad features three toddlers seated in car seats, representing the Chrysler, Jeep and Dodge brands, and dressed in outfits that match the attitudes of the individual brands. The headline reads, "Ready for the Next Generation."

The new print ads break nationally in newspapers including USA Today, The Wall Street Journal and local papers in the top 62 markets, as well as in magazines such as Time, BusinessWeek, Newsweek, U.S. News & World Report, Automotive News, Sports Illustrated, People and Entertainment Weekly. Radio will air in the top 62 markets across the country as well as on SIRIUS Satellite Radio.

Internet advertising will run on sites including AOL, MSN and Yahoo.

In addition, the Company's history of innovation is reinforced on The New Chrysler corporate site —