The auto industry has been in a free fall for a while now and companies have been trying to find a way to bring up those sales. Chrysler has stepped there game up in the ad campaigns by targeting the “tough, hardworking individual who remembers where they are from.” This attracts your everyday person that may not have the money to afford a brand new Chrysler to at least look into it as an option.
They are trying to make a connection with Detroit which no ad campaign would have ever thought to have done considering the high crime rate, bad school systems and high unemployment rates. They are going against the grain and so far it couldn’t have worked better. The recent bankruptcy by Chrysler has caused them to go to the extreme and rejuvenate there whole product line and whole ad campaign, a lofty goal but if done correctly can bring them out of the dumps. They have featured celebrities such as Eminem, Ndamukong Suh, and Dr. Dre. By featuring these celebrities they are bringing a fresh bold look to a sputtering industry. They represent a brand of determination that Detroit has come to stand for. These are true stories of people who worked hard and are now able to enjoy the luxury they deserve, and luxury feels better earned.
Even though none of these ads are actually filmed in Detroit besides the Eminem commercial they all symbolize Detroit and the hardworking nature of this great city. They are trying to show that you don’t have to go overseas to find great luxury that it is in your own backyard. Failure is not an option for Chrysler, the creative and BOLD ad campaign has shown that and a rejuvenated company should be proud of what they’ve done. They have put Detroit in a good light and have promoted there new product line which is why I strongly believe this is a great Ad Campaign.
Dr. Dre
http://http://www.youtube.com/watch?v=ERYuK3WTWeM
Suh
http://http://www.youtube.com/watch?v=eImJkzPza40
Eminem
http://http://www.youtube.com/watch?v=SKL254Y_jtc
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