Chrysler/Plymouth/Jeep/Eagle Division Launches New 1998 Advertising
15 September 1997
Chrysler/Plymouth/Jeep/Eagle Division Launches New 1998 Advertising
AUBURN HILLS, Mich., Sept. 15 -- Chrysler Corporation's
Chrysler/Plymouth/Jeep(R)/Eagle Division announced today the launch
of new advertising campaigns for its brands and the 1998 model year. The
broadcast and print campaigns, created by the Detroit office of Bozell
Worldwide, begin airing September 16.
The new Chrysler brand campaign, in focusing on new vehicle features for
1998, uses the themes of design, heritage and innovative engineering. For
Plymouth, the campaign focuses on the clever, fun personality of the brand
while reinforcing affordability and value. Building upon its strong
reputation as the legendary four-wheel drive leader in sport-utility vehicles,
new advertising for the Jeep brand is designed to reinforce the legendary
capability of this American icon. Eagle continues to focus on the sport
performance of the Talon. Eagle will continue to be supported on a regional
basis.
"The Chrysler/Plymouth/Jeep/Eagle Division offers distinct brands with
individual personalities," said Martin R. Levine, General Manager -
Chrysler/Plymouth/Jeep/Eagle Division. "These new ad campaigns exemplify the
unique strengths and attributes of each product while building upon their
individual brand images."
Chrysler Brand Soars To New Heights
A new advertising campaign for the new Chrysler brand captures its
heritage of engineering excellence and design leadership with the new campaign
themeline: "Engineered to be Great Cars." The campaign begins September 19
with specific spots for television, print and radio which focus on Chrysler
Cirrus, Sebring Coupe and Convertible, and Town & Country minivans.
Consistent with the message of Chrysler's corporate advertising theme
"Great Cars. Great Trucks.", the new Chrysler brand campaign ties the elegance
and technological innovation of a premium line of vehicles to the Corporation
and introduces the concept of flight to correlate with the rebirth of the
Chrysler winged badge.
"Chrysler's winged badge symbolizes the proud heritage of design and
engineering excellence while serving as a hallmark for the brand," said Jay
Kuhnie, Chrysler-Plymouth Communications Manager. "We drew from the passion
embodied in the winged badge to create an ad campaign that powerfully
demonstrates the brand's technological innovation and elegance."
The four new television ads that highlight specific vehicles and new 1998
features include, "Badge," which promotes the Chrysler Cirrus as the very
affordable entry point into this premium brand; "Decisions," which focuses on
the style, spaciousness and luxury of both Sebring Coupe and Convertible; and
"Sunbeam," which highlights the year-round practicality and style of the
Sebring Convertible.
In addition to the television spots, the campaign includes six print ads
featuring champagne colored vehicles, unique translucent side panels
containing the headlines, and the winged logo and themeline photographed on a
brushed metal background at the bottom. For example, the headline appearing
in a Chrysler Town & Country ad states, "What a penthouse looks like on the
ground floor."
The print ads will appear in October issues of various publications
including Business Week, Coastal Living, Food and Wine, GQ, Vogue, Sports
Illustrated, Premiere, Martha Stewart's Living and others.
The television spots will run on programs including "ABC Nightline," "The
Tonight Show" and ABC and CBS College Football.
"The ads within this campaign lay the foundation for future advertising
that builds on the Chrysler brand image of design leadership, elegance and
engineering innovation," said Levine.
"That's Plymouth"
Fun, innovative and affordable are key words that embody everything the
Plymouth brand represents. Using these themes, the 1998 Plymouth brand
campaign debuts September 16 with the tagline "That's Plymouth."
"We're continuing to give customers more than they expect at a very
competitive price," said Levine. "Every Plymouth is designed to exceed
expectations of product content and value."
A new 30- and 60-second brand spot, "Harold," features Plymouth Neon,
Breeze, Voyager and Prowler. It opens with a man sitting perched on the front
porch of his house perusing a newspaper. Although his wife gently urges his
restraint as each vehicle in the Plymouth line-up passes by, Harold is
tantalized with increasing voracity. Finally, when seeing the Prowler, Harold
impulsively leaps to his feet running off the porch, only to be impetuously
yanked back in his place by a tether. Intimating Harold frequently reacts
this way when seeing Plymouth vehicles, his wife says, "He'll never learn!"
A series of eight vehicle-specific ads use a montage of recognizable icons
paired with impressive counterpoints to express the unmatched value of the
Plymouth vehicles. By contrasting pebbles with Stonehenge, goldfish with
whales, and spinach with Popeye, Chrysler is communicating that consumers will
be pleasantly surprised at the value they receive when purchasing a Plymouth
brand vehicle.
"The individual vehicle advertisements, coupled with a brand spot, create
a consistent message in the marketplace that will increase awareness and
consideration of the Plymouth brand in consumer's mind," said Kuhnie.
In addition to the television spots, a collection of eight print ads use
the value-oriented icons to reinforce the styling, performance and
affordability of each vehicle.
The Television commercials will air on programming including "Dateline
NBC," "The Tonight Show" and "Monday Night Football." Print ads will appear
in October issues of key lifestyle, entertainment and automotive publications.
Jeep - An American Icon
As one of the strongest and most recognized brands throughout the world,
the new Jeep advertising reinforces the brand's pre-eminent position within
the competitive sport-utility segment that Jeep created and continuously
refines.
The campaign builds on the originality and authenticity of the brand and
carries the "Jeep. There's Only One." tagline to demonstrate the
advancements, versatility, distinctive styling and functional benefits of the
the full-line of Jeep vehicles. Debuting September 27, the broadcast and
print campaign also showcases the new 1998 Jeep Grand Cherokee 5.9 Limited
with a 245 horsepower, 5.9-liter V-8 engine which makes it the "world's
fastest sport-utility vehicle."
"Jeep vehicles are the universal symbol for on- and off-highway
versatility," said Gerald Wayman, Jeep/Eagle Communications Manager. "Not
only do our new ads highlight the capability of Jeep vehicles, but they also
show the Jeep brand promises of rugged adventure."
"Hiker," the 60-second brand spot which kicks off the campaign, suggests
that it's not only people who recognize the legendary capabilities of the Jeep
brand. The commercial opens with an injured hiker directing his faithful
canine companion to get help. In his enthusiastic pursuit of rescue, the dog
confidently passes-up a rescue helicopter, police car and competitive sport-
utility vehicle. His quest is fulfilled when he reaches his destination ...
the Jeep dealership. The ad concludes with a Jeep Wrangler coming to the
rescue with man's best friend riding shotgun.
Using the award-winning Jeep advertising humor and wit, another 30-second
television spot, "Tortoise and the Hare," provides a unique twist to this
legendary fable when the tortoise gets an on-board demonstration of the 245
horsepower 5.9-liter V-8 engine and capability of the new 1998 Grand Cherokee
5.9 Limited.
Jeep Cherokee continues to offer all the legendary Jeep four-wheel drive
capability at a very affordable price. "Fly," a 30-second spot, gives viewers
an interesting perspective of the feature-loaded Cherokee Classic.
"Weather Report," also a 30-second spot, features the Jeep
Wrangler perched high atop a cliff with the top down. The driver smiles
to herself as she enjoys the sunshine and clear skies while the radio
announcer reports torrential rainfall and weather advisories at lower
altitudes -- below the clouds.
In total, the television portion of the Jeep campaign consists of four
commercials appearing on such programs as "Monday Night Football" and
"National Geographic." Also featured are nine print ads which debut in
October issues of various magazines, including Business Week, U.S. News and
World Report, Gourmet, 4Wheel Drive and Sport Utility Magazine, House
Beautiful and others.
Chrysler, Plymouth, Jeep and Eagle advertising is created by Bozell
Worldwide in partnership with Chrysler Corporation. Bozell Worldwide, a
subsidiary of Bozell, Jacobs, Kenyon & Eckhardt, is the 11th largest U.S.
advertising agency. It has more than 90 offices in over 50 countries.
SOURCE Chrysler Corporation
