Chrysler to roll out new campaign


The Detroit News reports Chrysler LLC will highlight its lineup of current and future products such as an electric sports car and the new Jeep Grand Cherokee in an advertising campaign that kicks off today with national network television spots during a number of popular primetime shows.

The ads are designed to let consumers know Chrysler is still operating while in bankruptcy and to herald the rebirth of Chrysler as a global company with an expanded portfolio.

The campaign tag is: “We’re building a new car company. Come see what we’re building for you.”

The first TV spot focuses on what the company is doing to restructure, as well as the benefits to come from a Fiat tie-up. Future products such as the Dodge Circuit Electric, the Chrysler 200C Electric midsize car concept and 2011 Jeep Grand Cherokee make cameo appearances.

A second 30-second spot is centered on products and their features.

There are individual 25-second product spots available, 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.

The campaign was created by BBDO Detroit and includes ads tailored for international markets, said the story.