• by Larissa Faw , June 6, 2014

Chrysler and The Richards Group are launching "Born Makers," a multifaceted campaign to promote the all-new 2015 Chrysler 200 that features Hispanic, in-theater, print, digital, social, out-of-home and transit advertising.

Beginning June 7, 60-second and 30-second commercials will run across national broadcast and cable television.

The campaign's concept celebrates American innovation and the commercial's visuals include footage of employees and the Chrysler Group's Sterling Heights Assembly Plant (SHAP). This plant was once slated for closure, but Chrysler invested more than $1 billion to upgrade the facilities and develop a new, fully robotic body shop and an upgraded assembly area. 

These "Born Makers" commercials are narrated by Kevin Yon, who previously voiced the Chrysler brand's "Born of Fire" Super Bowl commercial. In addition, the campaign features a remixed version of "Things Have Changed" with vocals by Detroit singer and artist MoZella. The commercial ends with the "America's Import" tagline.

At the same time, as an official auto sponsor of "24: Live Another Day" airing on the Fox network, the new Chrysler 200 will be featured throughout season with an in-show integration on Monday, June 9; media exclusivity in key episodes; and season-long placement throughout the series.

The campaign also features customized digital content and experiences, social media activations and co-branded marketing.

"'Born Makers' reminds us that it's not just dreaming big ideas, but also having the ingenuity and commitment to make them happen," said Olivier Francois, Chief Marketing Officer, Chrysler Group. "It's an homage to American innovation, serving as a reminder that you don't have to cross an ocean for a car you're proud to have in your driveway.”  

The 2015 Chrysler 200's exterior design also serves as the new "face" of the Chrysler brand. The grille and headlamps are integrated for the first time. The updated Chrysler badge has an emphasis on the wing, which is more defined. 

The 2015 Chrysler 200 will be showcased in front of the Chrysler Group Headquarters in Auburn Hills throughout in the month of June.