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January 2014
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Chrysler Creates “Road to Greatness” Advertising
Miguel Cabrera stars in 30- and 60-second spots

Chrysler Group, LLC launched a new television ad campaign called “Road to Greatness” during last fall’s Major League Baseball (MLB) post-season. Following the path of the automaker’s other Detroit-themed commercials, the ad features aspiring youth baseball players and Detroit Tiger Miguel Cabrera, the first baseball Triple Crown winner in more than 40 years, and it first aired during MLB’s American and National League Championship Series. The campaign was meant to illustrate a powerful message: that achieving your dreams is possible through lots of hard work and dedication.

Cabrera is the reigning American League Most Valuable Player, and he didn’t get there by taking shortcuts. In the spot for the Chrysler 300 Sedan and Town & Country minivan, the eight-time All-Star player portrays how he didn’t just wish his way into the professional baseball world. The commercial features several clips of Cabrera working to hone his skills and emphasizes his commitment to the game and the integrity and hard work it takes to walk the “road to greatness.”

"In the new advertising, Cabrera reminds viewers that even if you're heralded as the best pure hitter of your generation, you can never be complacent in your pursuit of perfection," said Olivier Francois, chief marketing officer for Chrysler Group LLC.

As the ad plays, a voiceover states: “No matter where we come from or when we begin, the road to greatness is the same for everyone. No rest stops, no fast lanes and definitely no shortcuts. It’s a road paved with hardship and crafted by hard work. That is how true greatness is made. Whether you’re working to become the game’s greatest player or working to make the world’s greatest cars, to us, that’s the only road worth taking.” It ends with the Chrysler “Imported from Detroit” tagline and the hashtag #NoShortCuts.

Previous Chrysler ads have featured Detroit natives such as rap singer Eminem and rocker Iggy Pop, and they symbolize Chrysler pride in being “Imported from Detroit” and striving to build the best quality cars in the world. It’s a “continuation of the narrative around Detroit and its hometown heroes, who have always been a catalyst for change and had a profound impact on American culture,” Oliver Francois said.

This motivating commercial was made in partnership with Doner, a full-service advertising agency. There are both 30- and 60-second variations. View the ad here: www.youtube.com/watch?v=JxLC2lODuEw.
This article is presented by Perkins Motors in Colorado Springs, Colorado.


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