The campaign, developed under the "We're building a new car company" slogan is comprised, for the TV segment of the media, of five different videos. The first spot called “Bright Future,” focuses on the "strength of Chrysler as a company as it works through its restructuring and finalizes its global alliance with Fiat. The last of the spots follows the same "advertise the corporation idea".
The other three are intended to advertise the manufacturer's vehicles. They feature Jeep Grand Cherokee, Chrysler Town & Country and Dodge Grand Caravan, chosen to be ambassadors of the company's three brands.
There is no doubt that the guys from BBDO did a good job on relaying the message, but it remains to be seen whether it will have an impact on the consumers or not. Chrysler says the campaign is the result of the consumers' desires.
“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,” Steven Landry, vice president North American Sales said in the release.
The spots will hit the TV networks on May 11. In addition, the campaign will be comprised with specific product advertising in magazines throughout July.
"This campaign gives us the opportunity to reinforce that it’s business as usual and demonstrate a bright future ahead for Chrysler,” added the official. Somebody should tell them though it is not business as usual. Unless they are used to file for protection...
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