To help showcase its segment-leading all-new 2015 200 Sedan, Chrysler has released a new advertising campaign that highlights the craftsmanship, performance, quality and safety of the highly anticipated new 200, all virtues that make it “Ready to Take on the World.”
The campaign, developed in collaboration with ad agency Wieden+Kennedy Portland, launched on October 26, 2014, and includes four 30-second commercials, each with unique story-telling and a focus on one attribute of the newest 200. The commercials feature the song “The Fire” from the popular band The Roots, and they will be supported by social, digital and print media extensions.
The “Ready to Take on the World” campaign is an evolution of the groundbreaking and popular “Imported from Detroit” and “America’s Import” campaigns of the recent past. Characterized by subtle humor and using both musical and visual cues, the new spots are narrated in Japanese, Swedish and German to show off the brand’s focus on safety, performance and craftsmanship. The narration then shifts to an English-speaking voice-over to introduce the reimagined 200 Sedan.
“The all-new 2015 Chrysler 200 symbolizes the Chrysler brand’s commitment to building a world-class vehicle that strives for unparalleled quality, performance, safety and technology,” said Al Gardner, Chrysler Brand president and CEO. “From the all-new plant built to manufacture an all-new car, the Chrysler 200 has been reinvented from the ground up, setting an expectation for consumers of what to expect from the brand in the years to come.”
The initial three spots––titled “Japanese Quality,” “German Performance – Autobahn” and “German Performance – Three Times”––were all filmed in America, but with visual elements that make you think they could be filmed elsewhere.
“In 2011, we made a promise with ‘Imported from Detroit,’ and in 2014, we set an expectation with the all-new 2015 Chrysler 200 as ‘America’s Import.' Our story has evolved from 'Detroit is back' to 'America is back' to now America is 'ready to take on the world’,” said Olivier Francois, chief marketing officer of Chrysler Group LLC. “With the all-new Chrysler 200, we've made a car that feels, looks and drives as competitively and competently as any import, but is built in the USA. So why not speak to the attributes of the car that one might associate with a particular country, whether Japan, Germany or Sweden, and put a unique twist on it that will make consumers not just sit up and take notice, but also question what they see and hear, and ultimately, what they believe is possible from an American made automobile."
Chrysler spent almost one billion dollars to prepare its five-million-square-foot Sterling Heights, Michigan, Assembly Plant to handle the all-new 200, and recently launched the Chrysler 200 Factory Tour experience with Google Maps Business View (www.chrysler200factory.com), which provides a unique, virtual tour, complete with 360-degree interactive films and photography, of the full auto-making process.
To see the commercials, visit www.youtube.com/channel/UCTrYqPWfAOku2Wkdxer4DRQ
This article is presented by Perkins Motors in Colorado Springs, Colorado.