• Adweek, Friday, May 8, 2009 10:45 AM

Chrysler will launch a new corporate ad campaign for U.S. and overseas markets on Monday that highlights the range of current and future vehicles in its portfolio and touts its rebirth as a global car company through its alliance with Fiat of Italy, Steve McClellan reports. Omnicom Group's BBDO in Detroit is the agency.

The first 30-second ad, called "Bright Future," focuses on the strength of Chrysler as a company as it works through its restructuring and finalizes its alliance with Fiat. It concludes with a shot of the Dodge Circuit Electric, Chrysler 200C Electric concept and 2011 Jeep Grand Cherokee as the voiceover intones: "At Dodge, Chrysler and Jeep, the future is not only bright, it's electric. Come see what we're building for you." The "we build" theme will also be used overseas, but targeted to meet individual market needs.

In addition to the corporate spots, there will be individual 25-second product ads, which dealers can tag with a five-second retail message. Key features of each vehicle are highlighted by relating that feature to something more familiar and more memorable for consumers.

Read the whole story at Adweek »