New Chrysler Campaign Says 'We Built This'

The Chrysler brand on June 7 launched the main body of its advertising and marketing campaign for the Chrysler 200 sedan. The effort, “Born Makers,” keeps a focus on the American work ethic and the 200 as a proxy for what manufacturing in the country can be. The effort begins with 60-second and 30-second commercials plus Hispanic, in-theater, print, digital, social and out-of-home and transit placements. 

The ad features the voice of Detroit actor Kevin Yon, who has been in several films, and also was the voice of the Chrysler brand’s rebirth with the “Born of Fire” commercial for Super Bowl XLV. It also features the music of Detroit born MoZella doing Bob Dylan’s “Things Have Changed” track. Dylan appeared in this year's Super Bowl ad for Chrysler, too.  

Central to the ad is a look at the totally rebuilt (at a $1 billion cost) Sterling Heights Assembly Plant near Detroit with shots of employees, the new robotic assembly system, other manufacturing elements and the 200 being built. The tag: “America’s Import.”

As the ad also focuses on people and the work ethic with the voiceover saying, "What's a Born Maker made from?" and going on to describe callused hands, strong backs, the shoulders of giants, and sharp minds among other qualities. The message leads to the theme that Chrysler 200 is "a car that proves a well-made sedan doesn’t have to cross an ocean to be worthy of American driveways." The spot ends with the line, "We made this," with a shot of the front grill of the 200.

The effort comes via Dallas-based The Richards Group. The Chrysler brand is the exclusive auto partner of “24: Live Another Day” on Fox television, where the car is integrated.

Marissa Hunter, global director of brand advertising for Chrysler, says in 10 weeks or so the campaign will roll on with 30-second national spots. She tells Marketing Daily that the media schedule includes high-profile sports like the NBA, and Major League Baseball, "and this weekend we will run the 60-second ad during pre-race coverage of the Belmont Stakes." 

There's also a major Hispanic component, per Hunter, who says a Spanish-language 60-second spot will run on targeted media like Univision's coverage of the FIFA World Cup. There is also a major social campaign later this month as well as digital with a lifestyle vector and an effort to target in-market shoppers. "We are also doing a multiple-screen strategy for tablet, mobile, smartphones and video content on all screens," she says. 

Hunter says the social campaign will include something technologically unique: an inside look at the new Sterling Heights plant where users can take a virtual tour using tracking and mapping. The plant had been idle, and slated for destruction, but Chrysler rebuilt it. "It's highly innovative and engaging," she says. "What we want to do is champion the idea that Chrysler equals quality. That has been a hurdle for us to get over. I think one of the elements of the experience will be to convey the heart and soul and dedication of the people working in the plant and their excitement around the new car and working on the new project. That's part of the story but, really, the focus is the technology:  The revamping, the total overhaul and build process.” 

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