Chrysler Brand to Launch All-New 1998 Chrysler Concorde Ad Campaign
15 January 1998
Chrysler Brand to Launch All-New 1998 Chrysler Concorde Ad Campaign
AUBURN HILLS, Mich., Jan. 15 -- The Chrysler brand
introduces new product advertising which builds on the new Chrysler brand spot
"Wings" to launch the all-new 1998 Chrysler Concorde.
"By carrying the look and tone of the Chrysler brand ad forward with the
Chrysler Concorde spots, we hope to educate the consumers on the breadth of
our full product line while highlighting our design leadership and engineering
excellence," said Martin R. Levine, General Manager -
Chrysler/Plymouth/Jeep(R) Division.
Completely redesigned for the first time since its landmark introduction
five years ago, the Chrysler Concorde LX and LXi set the new standard among
premium sedans for 1998 and beyond while complementing the wide array of other
vehicles in the Chrysler brand portfolio. A goal of the Chrysler Concorde
design was to give the Concorde the unmistakable look of a Chrysler, partly by
paying tribute to the great Chrysler designs of the past.
"The all-new Chrysler Concorde proves that comfort, agility and efficiency
don't have to be mutually exclusive in an automobile," said Levine. "Concorde
has achieved both the ride and handling agility of a mid-size car with all the
room and premium amenities of a larger car."
The three new Concorde ads further develop the concept of "ideas in
flight" from the Chrysler brand spot, "Wings," and captures the youthful
elegance of the Chrysler Concorde by highlighting the vehicle's distinctive
design, performance, roominess and value.
The introductory Chrysler Concorde commercial, titled "Launch," focuses on
the redesigned and re-engineered Concorde, which raises the level of
automotive design with a vehicle that is more elegant, comfortable and
sophisticated than ever. The two other Concorde spots, "Comfort" and
"Performance," focus on the design, precise handling, excellent fuel-
efficiency as well as roominess and value. Each of the three, 30-second spots
close with the "Engineered to be Great Cars" themeline.
In addition to the three new television spots, new print advertising to
support the Concorde launch includes eight-page and four-page inserts as well
as spread and page print ads. The inserts and print ads will debut in
February issues of news weeklies and lifestyle publications.
Chrysler Concorde television advertising begins January 15 during "ER,"
and continues on January 18 during the Golden Globes award broadcast and the
Bob Hope Chrysler Classic.
"Chrysler Concorde further expands the appeal of Chrysler brand products
to a new generation of buyers, while continuing our strategy of maintaining
our existing customer base," said Levine.
All Chrysler brand advertising is produced by the Detroit office of Bozell
Worldwide.
SOURCE Chrysler Corporation
