Chrysler, via Wieden+Kennedy, is showing off its new state-of-the-art eight-speed transmission and fuel-efficiency in a TV spot for the 2012 Chrysler 300. It keeps the “Imported from Detroit” message rolling and is filmed throughout Detroit and the metro, starring local residents. The new 60-second, “If You’re Gonna,” began airing on 9/16 on broadcast and cable networks.
Chrysler’s Dianna Gutierrez tells RBR-TVBR the media buy includes NFL – CBS, FX; NBC – Playboy Club, Biggest Loser; ABC – Dancing with the Stars; football on ESPN; Bravo and HGTV.
The metro Detroit towns in the spot include Birmingham, Ferndale, Grosse Pointe Park and West Bloomfield. It features local attractions including American Coney Island, Cranbrook Institute of Science, Fox Theatre, Frank Lloyd Wright’s Affleck House and Lafayette Coney Island.
Sam Bush, Saga Communications CFO, tells RBR-TVBR that in the spot where Grosse Pointe Park is shown, quite a few seconds were shot “right here on ‘The Hill’ in Grosse Pointe Farms including if you pause at the 40 second mark with the lady standing outside a restaurant drinking coffee. Well, the rock front building on the left is none other than the Saga “World Headquarters”. I guess that doesn’t quite equivocate to 15 minutes of fame but, oh well, a few seconds is good. Thanks for including the commercial in the today’s news. Pretty cool commercial if I do say so myself.”
The campaign also includes digital media placement.
See the spot here: