AUBURN HILLS, Mich., May 7 /PRNewswire-FirstCall/ -- Stunning design
and innovative technology take center stage in the new Chrysler brand TV
and print ads which break on May 8, featuring the new theme line
"More than 80 percent of the Chrysler brand product portfolio is
all-new or refreshed in the last 12 months with the recent introduction of
the all-new 2008 Chrysler Sebring Convertible and the debut of the all-new
2008 Chrysler Town and Country later this year," said David Rooney,
Director - Chrysler Marketing and Global Communications. "This is the
perfect opportunity for us to showcase that there is more behind the sheet
metal and distinctive style, and that every Chrysler possesses world-class
quality and engineering at an extraordinary value."
Additionally, the all-new 2008 Chrysler Sebring Convertible marketing
launch is May 8. The Sebring Convertible ads mirror the tone and style of
the new Chrysler brand creative.
The all-new Sebring Convertible offers a sleek and elegant design,
exhilarating performance with excellent fuel efficiency and a spacious
interior. It also offers what no other convertible has offered before --
three automatically latching convertible top options: vinyl, cloth and a
body-color steel hard top, all of which can be retracted with a push of a
button on the key fob.
"Chrysler is, and always has been, a brand made by and built for people
with a passion for great cars," said Rooney. "Products like the 300 and
Town & Country put us at the forefront of the industry in terms of style
and design. At the same time, we have made great strides to become
competitive and even surpass our competition in terms of quality and
engineering. While we have made great strides, the perception has not
caught up with reality in the marketplace. Our new communications direction
will help get that engineering message across."
At its core, the Chrysler brand stands for stylish products, agile
performance, refined quality and the confidence of being proud without
being arrogant. The new Chrysler brand direction will communicate these
core values through a unique combination of both striking design and
innovation technology. Overall, Chrysler promises superior engineering and
stunning designs built around customer's needs ... at a price that will
surprise and delight. No other manufacturer can make this claim. It's the
way our vehicles come together that sets us apart. Simply put, Chrysler
vehicles are ... Engineered Beautifully.
Following are descriptions of the new broadcast spots, including the
Chrysler brand spot, Sebring sedan, Sebring Convertible and Chrysler 300
Technology Throughout (Brand :60)
This lead spot focuses on the innovative features within every Chrysler
vehicle and the engineering behind those features. It uses a unique and
original CGI technique to showcase the technology and engineering behind
key features that enable Chrysler vehicles to seamlessly adapt to everyday
The vehicle is slowed down on the film at the very instant that a
feature is engaged. The viewer is then taken inside to see the technology
and craftsmanship that lies beneath. This spot showcases and links together
the Chrysler 300, Aspen, Sebring Convertible and all-new Town & Country,
along with shared technology of MDS, ESP and MyGIG. It closes with a shot
of the Chrysler brand line-up and the new tag line "Engineered
Taking Care (Sebring sedan :30)
This spot clearly demonstrates how every Chrysler Sebring sedan is
meticulously designed and built to meet the everyday needs of customers
through purposeful technology, not superficial features. It also shows how
each feature has been designed and incorporated to further enhance their
This commercial begins with the customer. The car and its features
build around the customer piece by piece, via a unique CGI technique, as
they interact with the various features of the vehicle. At the end, all the
pieces come together to deliver the best possible driving experience -- a
beautiful "custom built" Sebring sedan.
Key To Happiness (Sebring Convertible :30)
This commercial features a highly energetic and emotional execution of
the new brand essence. The Sebring Convertible is featured in a stylized
setting designed to showcase its beautiful design and advanced engineering.
The main product features are set in unique type on black art cards to
maximize impact. The emotional music track provides a consistent undertone
for the overall message of styling, design, and technology.
The commercial begins with a shot of the all-new 2008 Sebring
Convertible -- showcasing its beautiful styling. The new Convertible hard
top is shown along with the unique art cards to match. We see a few of the
new technological features of the vehicle as well. These features,
technological advancements, and stylish design messages culminate to invite
the consumer to hold the key to happiness.
Success (300 :30)
This commercial maintains a consistent tone with The Sebring
Convertible "Key To Happiness" spot as it features the beautiful Chrysler
300 in a stylized setting. The main product features are set in unique type
on black art cards to maximize impact. The emotional music track provides a
consistent undertone for the overall message of styling, design and
The commercial begins with a reveal of the distinctive front end of the
Chrysler 300. As the 300 approaches the city, art cards are displayed
showcasing the many premium features it has available. The spot culminates
in a bold statement that captures what the 300 is all about.
Multiple vehicles (300/PT Cruiser/Sebring Sedan :30)
Again, keeping with the tone of "Key to Happiness" and "Success" this
spot features the Chrysler 300, PT Cruiser, and Sebring sedan in
beautifully attractive and stylized settings that capture the essence of
what the Chrysler Brand is all about. The main product features are set in
unique type on black art cards to maximize impact. The emotional music
track provides a consistent undertone for the overall message of styling,
design, and technology.
This commercial communicates the Chrysler Brand leadership in fuel
efficiency as well as its commitment to building quality vehicles that are
unique in their distinctive styling and incredible value. No more is that
present than with the Award-Winning 300, the technologically advanced
Sebring sedan, and the stylish, yet functional PT Cruiser.
The television schedule features prime time network and cable shows
such as Grey's Anatomy, Boston Legal, Ugly Betty, Dancing with the Stars,
Conan O'Brien, The Tonight Show, NBA Playoffs, Big Break 7, Larry King,
Anderson Cooper, Nancy Grace, Headline News, Law and Order CI, Law and
Order SVU and Dog Whisperer. The ads will also appear on other channels
including TNT, TBS, Food Network, Style Network, ESPN, CNBC, Fine Living
Network, Bravo and The Golf Channel.
The print ads follow the same creative direction for a consistent tone
and message. Product is the star with bold photography on colorful
backgrounds along with highlighted technology features. The Chrysler print
ads will run in Automobile Magazine, Aspen Peak Magazine, Car and Driver,
Food Wine, Forbes, Golf Digest, Golf For Women, Jet, Martha Stewart
Everyday, Motor Trend, National Geographic, The New Yorker, Road and Track,
Southern Accents, Sunset, Tennis Magazine, Traditional Home and Travel +
In addition to the new advertising, the Chrysler brand will showcase
the all-new Sebring Convertible through two programs done with Hearst and
Forbes magazines. The Hearst Awaken Your Senses program includes
advertising, web activity (http://www.awakenyoursenses.com), product
displays and test drive components with the grand prize of an all-new 2008
Chrysler Sebring Convertible. The Chrysler brand is also the exclusive
sponsor of one chapter of the Forbes 90th Anniversary Issue and Networking
Special Report covering lifestyle elements surrounding careers,
entertainment, leisure and design.
Driven by award-winning new models, the Chrysler brand has seen a
dramatic increase in sales, market share and brand image. Since 1990,
Chrysler brand sales have more than tripled. No other American automotive
brand has grown as much during the same time frame.
The Chrysler brand's succession of innovative product introductions
continues to solidify the brand's standing as the leader in great design,
purposeful technology and value. With the launch of the all-new 2007
Chrysler Sebring sedan and the 2007 Chrysler Aspen -- the first-ever
full-size sport utility vehicle for the brand -- the momentum is sure to
continue with the launch of the all-new 2008 Chrysler Sebring Convertible
and 2008 Chrysler Town and Country.
SOURCE Chrysler Group