Chrysler Spot Pitches Not Just the 200, But the Workers Who Make It
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Chrysler will market its all-new 200 as a car with “swagger” and “soul” in a new campaign breaking Saturday from The Richards Group, Dallas that focuses not just on the car, but the people who make it.
Two new TV spots will use the Bob Dylan track, “Things Have Changed,” and Chrysler’s marketing strategy for the 2015 model shows things have certainly changed from the automaker’s standpoint.
When Wieden & Kennedy, Portland created its two-minute “Born of Fire” Super Bowl spot to first introduce the 200 sedan in 2011, Chrysler positioned itself as a plucky underdog battling to survive bankruptcy. And it painted struggling Detroit as the soul of the auto world. Now, Chrysler is confidently positioning the 200 as an American-made import killer ready to steal customers from the Toyota Camry, Honda Accord, Nissan Altima and Hyundai Sonata as well as the Chevrolet Malibu and Ford Fusion.
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