Chrysler Brand Debuts Campaign with New 'Engineered Beautifully' Theme Line
AUBURN HILLS, Mich., May 7 -- Stunning design and innovative technology take center stage in the new Chrysler brand TV and print ads which break on May 8, 2007, featuring the new theme line "Engineered Beautifully."
"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 spots.
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 driving situations.
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 Beautifully."
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 driving experience.
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 technology.
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 + Leisure.
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.