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Chrysler Hopes to 3-Peat With New Super Bowl Ad

Downplaying expectations after two touchdown passes.

by on Jan.17, 2013

Eminem rapped poetic during Chrysler's first Super Bowl breakthrough.

When it comes to the Super Bowl, it sometimes seems like the battle between advertisers can be as fierce as the fight on the field. But Chrysler has been a real standout the last two years, first with an unconventional, two-minute spot featuring rapper Eminem, then last year returning with Clint Eastwood.

With the game a matter of weeks away, Chrysler is hoping to three-peat with a commercial still being pulled together. But one thing is certain, with Super Bowl airtime more expensive than ever, the automaker will look to find ways to leverage its message by making use of social media opportunities.

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Olivier Francois, Chrysler’s chief marketing officer and the man behind the company’s stand at the last two Super Bowls, said thenext Super Bowl ad is still in the works. It’s been shot but it hasn’t taken final form yet, he noted during an interview this week at the North American International Auto Show.


Brands, Not Cars, Key Contends Fiat/Chrysler Exec

Have we heard this song before?

by on Mar.15, 2012

Fiat global brand chief Olivier Francois during the launch of the new 500L.

The idea that a car sells the brand doesn’t apply in the expansive world of Olivier Francois, Chrysler/Fiat’s chief marketing officer.

It’s the brand and its message that ultimately sells the car, Francois told the Automotive Press Association in Detroit. A lot of companies use cars to sell the brand but Francois has deliberately reversed the equation.

“The brand had better stand for something,” explained the French-born executive, noting he uses the exact same formula in Europe where he is in charge of the Fiat and Lancia marques.

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Francois also stressed that timing is critical. Chrysler’s celebrated Eminem ad, which was shown during the Super Bowl in February,2011, would not have worked a year earlier because there wasn’t any solid evidence yet of a Chrysler comeback. A year later it would have been considered “old news,” he added.


Marty’s Marketing Minutia – Detroit Auto Show Edition

For the auto world, prime time starts Sunday.

by on Jan.06, 2012

The hordes descend. There'll be thousands of media at the coming week's Detroit Auto Show. And they'll be collecting countless media kits.

But first our first annual MMM Media Kit Award

This is my homage to the annual deluge of Car-of-the-Year awards that will be raining down on us, notably including the widely-watched North American Car and Truck of the Year ceremony that will usher in the Detroit Auto Show on Monday morning.

In recent weeks, you’ve undoubtedly noticed a deluge of ads quoting one or the other of these awards and you can be certain the winners of the two NACTOY trophies will be backing up their victories with some hefty media dollars.

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A favorite business question these days is, “what’s the take-away?” Auto journalists, scribes, bloggers, pundits, analysts, consultants and of course, the ubiquitous ranks of eBay purveyors at the annual Detroit auto industry bash and assorted launch events know the key take-away: It’s the media kit.


Chrysler 200 Name Will Have a Short Shelf-Life

Replacement model likely to get all-new nameplate.

by on Jun.24, 2011

The Chrysler 200 nameplate may not be around long.

The Chrysler 200 may have gotten an inspired start with an advertising campaign featuring rapper Eminem, but apparently the new nameplate is going to have a very short shelf life, has learned.

Chrysler executives recently picked some new names for the next-generation models that will roll out of the company’s assembly plant in Sterling Heights, Michigan, where the 200 sedan and convertible are currently assembled.

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The designs for the new C/D-sized cars, (compact in lay terms), which will be based on architecture from Fiat, have been frozen for some time and the names were finalized within the past week, suggesting Chrysler is completing plans for launching the new vehicles in roughly the next nine months or so.


Eminem Says Audi A6 Ad Too Close for Comfort

Did German maker rip off Chrysler’s much-discussed Super Bowl commercial?

by on Jun.02, 2011

Hey you! Is Audi trying to rip off Eminem?

It’s a long way from Chrysler’s suburban Detroit headquarters to the Audi offices in Ingolstadt, but the German maker may have come a little too close to home for its U.S. rival and the rap star Eminem.

Audi is taking flak for a 2-minute video for the 2012 A6 Avant that allegedly mimics the well-reviewed Chrysler ad, featuring the rapper, that aired during the Super Bowl, earlier this year.  Eminem’s song licensing firm, Eight Mile Style, has taken the dispute to a German court in an attempt to bar Audi from running the ad.

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“Apparently, someone believes that the definition of copyright laws is the right to copy others’ materials,” said Gualberto Ranieri, chief spokesman for Chrysler told The Detroit Free Press which first reported on the brouhaha.


Marty’s Marketing Minutia – Imported from Detroit

Chrysler’s Clothing, Consumer Advertising and Celebrity Endorsements

by on Mar.18, 2011

Chrysler's revised logo - the merchandise program helps fund a variety of charities.

Sartorial Salute from IFD

Don’t recognize the IFD brand name? It’s the new Chrysler label, Imported from Detroit, a line of inexpensive sportswear that is based on the now-famous Chrysler Super Bowl commercial’s tag line.

There are eight different items listed at the special web site for men, women and kids, primarily t-shirts, hoodies and caps ranging in price from $29 for the T’s to $55 for the ubiquitous hoodies in three colors – white, gray and black – but available in sizes from S to 2XXL.  Click here for the video.

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To order Click Here and follow the links. The garments look good, as does the new logo and please consider the following constructive comments from an ex-fashion marketer.  I must assume the fabric – 50% polyester, 25% rayon and 25% cotton — is of good quality, nice and soft, can be machine washed and is color fast but this was not detailed. And I was very surprised not to find a large ‘Made in USA’ on the landing page and commented on it to a Chrysler public relations exec when we chatted on the phone. It’s “Made in USA” spec is detailed on the style pages, but just part of the description. Given the “Imported from Detroit” tagline, this is important, very important!


Chrysler Sues Over “Imported from Detroit” Tagline

Federal suit claims merchandiser using line without approval.

by on Mar.17, 2011

Chrysler has revised the "Imported from Detroit" logo and added new merchandise.

Chrysler is asking a federal court to block a Motown clothing distributor from using “Imported from Detroit” tagline the automaker introduced as part of its widely-discussed commercial presence in the Super Bowl.

The lawsuit claims Moda Group LLC, which operates the Pure Detroit website, has been using the “Imported from Detroit” line to merchandise its goods without Chrysler’s permission.

The tagline wrapped up an unusual – and hugely expensive — 2-minute commercial starring rapper Eminem.  Chrysler has since made the line its new theme, and has even begun marketing an array of its own merchandise billed as “Imported from Detroit.”

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Moda’s owners, Kevin Borsay and Shawn Santo, both from the Detroit suburb of Grosse Pointe, were named as defendants.  But their spokesman said they had “no comment at this time,” adding, “We’ll be in touch.”

Chrysler’s commercial was ostensibly built around the launch of the new 200 model, but many analysts saw it more as a way of reintroducing the brand, which was nearly lost during the company’s 2009 bankruptcy.


Marty’s Marketing Minutia – Lies, Damned Lies and Statistics

Chrysler's buzz, Ford's global test drive, and $65k a year to blog for BMW.

by on Feb.21, 2011

How much buzz did Chrysler get from its Eminem ad?

Report diminishes Chrysler buzz

Lies, damn lies and statistics? Or is it perception versus reality? In the annual YouGov Polimetrix Brandindex study released this week that measures the brand buzz gained the days following the very expensive commercials on Super Bowl XLV, the now-famous Chrysler commercial was not among the top gainers across various demographics.

But before divulging the data it’s important to ask: What is YouGov’s credibility factor?

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Based on reports in Advertising Age and Brand Week, YouGov is a weekly consumer perception report that daily interviews 5,000 people each weekday from a representative U.S. population sample from an online panel of 1.5 million individuals. YouGov calculated pre and post-game scores for perceptions of brands to arrive at net scores that present the percentage of respondents who have heard recent positive buzz about a brand advertised in the Super Bowl minus the percentage who have heard recent negative buzz about the brand. Seems a tight methodology to me.

Among all auto advertisers and all advertisers in the Top 10 Chrysler was ranked second in buzz change.


Chrysler Puts “Imported From Detroit” Message on New Line of T-Shirts

But GM takes steps to co-opt rival’s ad tagline – along with VW’s hot “Darth Vader” campaign.

by on Feb.16, 2011

Chrysler has put the tagline of its popular Super Bowl ad on a new line of T-shirts.

Hoping to capitalize on the unexpectedly warm reception given its “Imported from Detroit” tagline, which anchored a Super Bowl commercial featuring rap star Eminim, Chrysler will let consumers help spread the message.

But it won’t be cheap, Chrysler planning to charge $29.95 for all-cotton T-shirts it will be selling on its Chrysler division website.  The shirts will feature the “imported” message superimposed over the brand’s recently redesigned winged-badge logo.

Notably, Chrysler says the T-shirts are being made in the U.S., though it’s not clear if the automaker has signed on with a vendor in the Motor City.  (Click Here for TheChryslerCollection.)

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The “Imported from Detroit” message was the brief tag to an unusually long, 2-minute commercial aired shortly after the half-time break of the Super Bowl game, earlier this month.  Where makers typically try to use humor or pastoral scenes to help sell their products, Chrysler took aim at some of what a rival maker called the “myths” about the struggling carmaker.  These included shots of a beaten-down Motor City, as well as images of a town on the mend.

Rap start Eminem is shown driving through Motown in a Chrysler 200 sedan before parking at the restored Fox Theater, climbing onto the stage with a gospel choir and then turning to the camera to proclaim, “This is the Motor City, and this is what we do.”


Will Eminem Make Return Appearance for Chrysler?

Chrysler brand boss scheduled to meet with rapper.

by on Feb.10, 2011

Will Eminem return as Chrysler spokesman?

It was one of the highest-rated – and talked-about – commercials on the Super Bowl.  But will there be a reprise of the cinematic Chrysler spot, dubbed “Born of Fire,” that featured rapper Eminem?

That’s been a frequent topic of conversation almost from the moment the unusual 2:00 minute commercial aired during the second half of last Sunday’s game.  The emotion-tinged effort featured the rapper, born Marshall Mathers, driving through a city that has, as the narration explains, “been to hell and back,” before he joins a gospel choir to deliver an 11-word message that essential says Chrysler is back.

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Chrysler brand boss Olivier Francois is meeting with Eminem today as a follow-up to the spot, the executive revealed to, during an exclusive discussion at the 2011 Chicago Auto Show.  While he didn’t deny that the idea of a follow-up might be raised, he cautioned, “It has to be relevant.”

“I will never engage with a celebrity just to have him a commercial,” that doesn’t have the significance, relevance and impact of the “Born of Fire” spot, which ended with a stern Eminem facing the camera and declaring, “This is the Motor City. And this is what we do.”