Chrysler Brand Puts Election Year Twist on its New "Presidential" Marketing Campaign Featuring Actors Martin Sheen and Bill Pullman

Feb 15, 2016, 08:00 ET from FCA US LLC

AUBURN HILLS, Mich., Feb. 15, 2016 /PRNewswire/ --

  • Martin Sheen and Bill Pullman reprise presidential roles in series of television spots
  • "Premium to the People" marketing campaign debuts just in time for President's Day
  • Additional television spots in campaign series with Martin Sheen and Bill Pullman will be introduced in coming months
  • Campaign's first two spots, "American-est" and "Swerve" feature both the Chrysler 200 and Chrysler 300
  • 360-degree campaign to feature television, print, online, social and digital extensions

The Chrysler brand is launching a new campaign, "Premium to the People," featuring actors Martin Sheen and Bill Pullman. The campaign will launch with two commercials – "American-est" and "Swerve" – both featuring the Chrysler 200 and Chrysler 300. A :60-second "American-est" will launch across online, in addition to the :30-second "Swerve" across both television and online, today, February 15 (President's Day). Additional television spots will roll out in the coming weeks and months. A :30-second version of "American-est" debuted across television on Sunday, February 14.

Martin Sheen, known to audiences for his Emmy®-award nominated portrayal of President Josiah Bartlett in Warner Bros. Television's critically acclaimed television series "The West Wing," and Bill Pullman, known for his role as President Thomas J. Whitmore in the summer movie blockbuster "Independence Day," reprise presidential roles in a series of new television spots. The first two commercials of the series, featuring Sheen as a "former president" in the 2016 Chrysler 300 and Pullman as a "former president" in the 2016 Chrysler 200, launch in time for President's Day, Feb. 15. The multifaceted campaign includes TV and print ads, digital and social components.

" 'Premium to the People' conveys the state-of-the-art technology, key safety features, high grade interiors and beautiful design while staying consistent with the Chrysler brand's overarching message brought forward since 'Imported from Detroit,' " said Olivier Francois, Chief Marketing Officer, FCA Global. "We salute hard-working American men and women, and believe they have the right to drive a car they can feel proud to have in their driveway."

The television campaign debuts with two spots: "The American-est" and "Swerve":

  • "The American-est": (:30-second and :60-second): It's not just a matter of knowing the issues but also how hard you wave the flag.
  • "Swerve": When the general election rolls around, there's only one way to turn. 

The "Premium to the People" campaign was created in partnership with Portland-based Wieden+Kennedy.

Bill Pullman returns to the big screen this summer as former President Thomas J. Whitmore in "Independence Day: Resurgence," opening nationwide in theaters on June 24, 2016. 

"The West Wing" and all related characters and elements © & ™ Warner Bros. Entertainment Inc. (s16) 

About Chrysler Brand
The Chrysler brand has delighted customers with distinctive designs, craftsmanship, intuitive innovation and technology all at an extraordinary value since the company was founded in 1925.

Whether it is the family-room-on-wheels functionality of the all-new Chrysler Pacifica minivan, the groundbreaking, bold design of the Chrysler 300, or the simple elegance and extraordinary driving experience of the Chrysler 200, Chrysler brand vehicles reward the passion, creativity and sense of accomplishment of its owners. Beyond just exceptionally designed vehicles, the Chrysler brand has incorporated thoughtful features into all of its products, such as the innovative center console with pass through storage and sliding cup holders in the Chrysler 200, the industry-exclusive Stow 'n Go® seating and storage system on the Chrysler Pacifica and the fuel-saving Fuel Saver Technology in the Chrysler 300.

The Chrysler brand's succession of innovative product introductions continues to solidify the brand's standing as the leader in design, engineering and value. The premium for the Chrysler brand is in the product, not the price.

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