• April 2, 2012

Chrysler Group is extending the “It's Halftime in America” advertising it launched during the Super Bowl with four new TV ads that continue that theme though without Clint Eastwood.  In a self-penned release by CMO Olivier Francois. "As you watch, you will see familiar scenes from the Super Bowl spot that weave their way in each of these commercials; all of which were scripted and filmed at the same time," he writes.

He said that each of the ads, via Portland, Ore.-based Wieden+Kennedy, was inspired by anecdotal stories about how people are trying to keep the money rolling in and their spirits up, and using Chrysler, Dodge, Jeep and Ram Truck vehicles to do it. Each of the ads is division specific.  

An ad for the Chrysler 300 details a father's pride in his adult son; another father-theme ad for the Dodge Challenger is about family values.
Another one about a daughter who owns a Jeep Wrangler is about her life in a city with her family. The ad for the Ram Truck is about how a guy is using his truck to work and avoid taking money from his wife's family.

The media buy includes NCAA men's basketball semi finals, and national championship game, NHL, NASCAR, the American Country Music Awards, “Mad Men” and AMC network.