Few years ago, when Chrysler launched its 200 sedan, they utilized the NFL platform, a hugely popular sport in North America (in-fact only in North America), to launch the TVC for the car. Seems like Chrysler is repeating the 2011 success, by launching a series of videos during the current season of the NFL broadcast, for the latest generation Chrysler 200, and we confess they have got our attention.
Chrysler roped in the same advertising firm, Wieden + Kennedy Portland, to produce a 4 video commercial series, which also produced the 2011 TVC, starring famous pop Star, Eminem. The campaign has been "Ready to Take on the World" and each clip highlights a different aspect of the American sedan including the quality, performance and safety standards.
Narrated in Japanese, German and Swedish, each video comprises English subtitles, and associates the car with the Japanese level of quality, German performance and Swedish safety standards. The clips related to Japan and Germany are out, whereas the Swedish clip is yet to arrive.
"Super Bowl advertising is about making a statement and capturing the attention of the audience," said Olivier Francois, President and CEO, Chrysler Brand and Lead Executive for Marketing, Chrysler Group LLC, in the year 2011, while launching the Eminem TVC. "'Born of Fire' is designed to generate conversation about the brand and the new 2011 Chrysler 200. The spot reflects where the brand is headed and pays tribute to our industrial roots."
This $10 million advertisement is first of its kind, shattering the mundane of the TVCs car companies use. We also believe it is an interesting way to sell an American car. View the two latest clips and the older Eminem clip below.