A New Multicultural Television and Print Campaign for the All-New 2004 Chrysler Pacifica Previewed April 15 at Historic Harlem Venue

* Campaign Designed to Have General Market and Multicultural Appeal * Creative Team is GlobalHue, BBDO Detroit and The Arnell Group * Celine Dion's Music Continues from Earlier Chrysler Campaign * Multicultural Ad Is the First Ever Filmed In Harlem by Chrysler Group

NEW YORK, April 15 -- New York City provides the backdrop and Celine Dion the music in a new television advertising campaign launching nationally on May 1 for the 2004 Chrysler Pacifica. Designed to appeal to general market and multicultural audiences, the TV campaign and its print component were previewed today by media and New York community leaders at the Schomburg Center for Research in Black Culture, Harlem.

In addition to new black and white print ads, the Chrysler Pacifica campaign includes three 30-second TV spots that repeat the black and white tonality of the successful Chrysler brand ad campaign featuring Dion currently airing. The new Chrysler Pacifica campaign includes one TV ad with African American and Hispanic talent titled "Harlem." Two versions will air: one with a voice-over in English and the other in Spanish. It is the first TV spot ever filmed in Harlem for any Chrysler Group product.

The focus of the new campaign is the Chrysler Pacifica, Chrysler's all-new sports tourer reaching dealerships now. Praised by automotive reviewers for its stylish good looks, ride and handling, interior spaciousness and safety features, the Chrysler Pacifica is spearheading the Chrysler brand's move into the premium automotive marketplace.

The new Chrysler Pacifica campaign is a collaborative effort between Chrysler Group's three advertising and marketing agencies -- GlobalHue, Southfield, Mich., BBDO Detroit, Troy, Mich., and The Arnell Group, New York City.

"This campaign is the result of the unprecedented teamwork between our three very creative agencies," said Bonita Stewart, Director, Chrysler Brand Communications.

"This ongoing partnership reflects the goal of the Chrysler Pacifica campaign, which is to produce diverse TV and print creative that can appeal to a diverse audience," said Stewart. "For example, the multicultural TV spot is not only slated for ethnic media, it will also run in general media that has a strong multicultural audience."

"This strategy is possible because of the way we reorganized ethnic marketing last year," said Stewart. "Before, multicultural marketing was handled outside the three brands -- Chrysler, Jeep(R) and Dodge. Today, each brand is responsible for its own multicultural marketing initiatives. This way, multicultural initiatives are more focused, and the marketing campaigns, brand positioning and messaging are consistent across all mediums."

Stewart explained the reasons for going to New York City for the TV spots and Harlem to preview the Chrysler Pacifica.

"We all know that New York is a sophisticated city. What is less well appreciated is that New York is also a safe city. Those two elements make New York the perfect background for showcasing the sophistication and safety features of the new Chrysler Pacifica," said Stewart.

She added: "What's forgotten sometimes is that New York is one of the most racially diverse cities in the world. Harlem is the epicenter of the African American community there, and it has a vibrant, growing Hispanic community. So we feel it is appropriate to unveil the campaign at the Schomburg Center."

To complement "Drive & Love" -- the Chrysler brand's advertising tag line -- the Chrysler Pacifica will be described in both the new TV and print creative as "A New Concept of Style and Confidence," which is appropriate, said Stewart, to describe "the unique proportions and distinctive packaging of the Chrysler Pacifica."

The two new TV ads previewed today use Dion's version of "I Drove All Night." They are:

"Harlem" - Chrysler Pacifica features are highlighted in this 30-second spot by GlobalHue and The Arnell Group. An African American couple drives their Chrysler Pacifica through the streets of Harlem to pick up a Hispanic couple at their brownstone home. The voice-over scrolls through the vehicle's easy step-in ability, the Infinity(R) Intermezzo theater-style 5.1 surround sound digital audio system, and Chrysler Pacifica's three rows of luxury seating. At the couples' destination -- a popular night spot called the Lenox Lounge -- the driver and his date enter, while the Hispanic couple continues to enjoy the DVD Rear Seat Video(TM) entertainment system in the second row seats of the Chrysler Pacifica.

"Brooklyn Bridge" - Safety is the theme of this 30-second spot by BBDO Detroit and The Arnell Group. It reinforces the archetype of the Chrysler Pacifica as a "protector." The ad shows a family of four heading into New York City in a Chrysler Pacifica, at one point crossing the Brooklyn Bridge. Other classic New York landmarks include the Statue of Liberty. Despite the always-hectic Big Apple traffic, the family feels safe in the Chrysler Pacifica because, as the voice-over intones, the vehicle has three row side curtain air bags and all-wheel drive.

Print ads - GlobalHue created three black and white print ads. All use the headline, "Chrysler Pacifica. A New Concept of Style and Confidence." A three-quarter photo of the vehicle dominates the top of each ad. Below that are photos of some of the key features of the Chrysler Pacifica and descriptive copy. There are two, one-page ads. One is in English, the other in Spanish. The third ad is a two-pager in English. It repeats many of the photos and vehicle feature descriptions from the one-page ads, and adds others, such as the 3.5-liter SOHC 250 hp V6 engine with AutoStick(R). Unique to the two-pager is a photo of the Lenox Lounge, borrowing from the TV spot, "Harlem," and a shot of the New York skyline.

The Schomburg Center for Research in Black Culture was founded in 1925. It is a research unit of the New York Public Library, and is the world's most complete collection of research resources documenting African and African diasporan history and culture. With holdings of more than 5 million items, the Schomburg Center serves a national and international constituency. Today's ad campaign preview was preceded by a donation of $25,000 to The Boys Choir of Harlem from the DaimlerChrysler Corporation Fund.

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