Chrysler launches new global corporate ad campaign.

Chrysler LLC is launching a new corporate advertising campaign, which highlights the range of current and future vehicles in the Company’s portfolio and its rebirth as a global car company. The new ads will begin appearing on primetime television on Monday, May 11.

Under the tagline introduced on May 3, “We’re building a new car company. Come see what we’re building for you,” the campaign talks directly
to consumers by highlighting the features of Chrysler LLC’s product line in a fresh, new and memorable way. The messaging focuses on the quality, technology, safety and value built into every Dodge, Chrysler and Jeep vehicle.

“When we asked consumers what they wanted to know about Chrysler, they told us to tell them about our products, tell them why they should buy our vehicles and give them a reason why they should be confident in the future of this company. We believe this campaign delivers on all of those objectives,” said Steven Landry, Executive Vice President – North American Sales, Marketing, and Mopar Parts and Service, Chrysler LLC. “In addition, this campaign gives us the opportunity to reinforce that it’s business as usual and demonstrate a bright future ahead for Chrysler.”

A coordinating national print ad appeared in newspapers in the top 50 U.S. markets on May 3 and in the Wall Street Journal, USA Today and New York Times on May 4. Under the headline, “We’re building a better car company,” the 2011 Jeep Grand Cherokee, Chrysler 200C Electric concept and Dodge Circuit Electric are shown in a clean, modern setting. The copy goes on to explain some of the changes that the Dodge, Chrysler and Jeep brands are making toward building a stronger, leaner and more competitive car company, some of the benefits of the proposed alliance with Fiat and reminds customers of Chrysler’s lifetime powertrain warranty, which is the best in the industry and backed by the U.S. government. The copy ends with “At Dodge, Chrysler and Jeep, we’re building a new car company. Come see what we’re building for you.”

International markets will have four TV spots available to air, featuring the Chrysler Grand Voyager, Chrysler 300C Sedan, Dodge Journey and Jeep Grand Cherokee, in addition to a spot specifically edited from existing assets to promote the three brands. There will also be international specific print ads created to support the Chrysler Grand Voyager, Chrysler 300C Sedan, Chrysler 300C Touring, Dodge Journey and Jeep Grand Cherokee. There will be a tri-brand version made available as well. The creative for international markets will roll out over the next few months.

The campaign was created by BBDO Detroit, the agency of record for the Dodge, Chrysler and Jeep brands.