CHRYSLER 'CONCEPTION' SPOT RANKLES VIEWERS

Ad for Concorde Makes Reference to Sex in Back Seat

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DETROIT (AdAge.com) -- Chrysler Group, Auburn Hills, Mich., changed the ending of a Chrysler Concorde sedan TV spot last week after consumers complained to the automaker that they found the ad offensive.

In the original 30-second commercial, dubbed "Weird Names," a mom tells her daughter Savannah that her toddler sibling was named Concorde after the place she was conceived. The mom now says "Concord, Massachusetts." The daughter's original shocked look was deleted, a spokesman said.

The goal was to tout the car's roomy backseat. Omnicom Group's PentaMark Worldwide, Troy, Mich., handles the account.

The spot was running mostly in the Northeast and Midwest.

Jeff Bell, vice president of marketing communications at the automaker, said earlier this month the spot was "edgy" and tried to meet his boss' directive "to create water-cooler discussion."

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