Chrysler Unveils New Spots to Follow 'Halftime in America'

Quartet of 60-Second Commercials Continues 'Imported From Detroit' Theme

By Published on . 14

Advertising Age Player

A quartet of 60-second spots from the Chrysler/Fiat group, all the work of Wieden & Kennedy, Portland, launching this weekend composes the next installment of the automaker's campaign that began during the Super Bowl with the two-minute "Halftime in America" spot. Or, as Chrysler terms it, this is "the second half."

The new spots, each aimed at a different brand, are themed to the same "hope and encouragement" message delivered by Clint Eastwood in the campaign's first incarnation and continue the spirit of the "Imported from Detroit" motto.

The spots will air on a number of network TV sporting events, including the NCAA men's basketball semifinals Saturday and finals on Monday. They are also slated to run during the American Country Music Awards on Sunday on CBS and on "Mad Men" on the AMC cable network.

Clips are scheduled to be on Chrysler's YouTube channel starting today at 9 a.m.

In a blog post, Chrysler/Fiat's CMO Olivier Franciois writes of the effort: "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. Each spot was inspired by stories we've heard from people across the country, showing the things they are doing every day to move forward and win their own second half. They are intended to be stories of hope and encouragement."

The ads are targeted to the Chrysler, Jeep, Ram Truck and Dodge brands. The Eastwood commercial has been viewed by nearly 11 million visitors on YouTube. The commercial initially stirred some anxiety among viewers who saw it as a support statement for President Barack Obama's re-election campaign, considering that the president backed funding for Chrysler's financial bailout. The ad "was designed to deliver emotions, and I don't think emotions have a party," Mr. Francois said at the time. "There was zero political message. It was meant more of a rallying cry to get together."

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