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Chrysler Going Hip-Hop with 8-Mile Edition Sedan

Second special edition to honor Motown.

by on Oct.15, 2012

Eminem's iconic movie 8 Mile will be honored with a special edition of the Chrysler 200 sedan.

Chrysler is taking its “Imported from Detroit” campaign a step further with two special edition sedans planned to celebrate the Motor City’s musical heritage.

The maker will release a special version of the 200 sedan – which received its big send-off during a 2011 Super Bowl commercial starring rapper Eminem – designed to honor the 10th anniversary of the release of the iconic hip-hop movie, “8 Mile.”

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A second special edition, this one based on the bigger Chrysler 300, will be tied to the release of the new Broadway show, “Motown: The Musical,” the maker’s global marketing chief Olivier Francois revealed during an interview with the Detroit News.

“We needed to give Detroit credit for what it really does stand for,” said the 51-year-old French-born executive who took over marketing operations for Chrysler as the U.S. maker became part of a Euro-American alliance with Fiat SpA.

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Chrysler Working Up Another Super Bowl Blockbuster Ad

But this time, the cars may be the stars.

by on Oct.08, 2012

Chrysler's global marketing chief went out on a limb - or more accurately, out in a blizzard - to get rapper Eminem for a much-watched Super Bowl ad.

Few advertisers have created such a stir during the Super Bowl as Chrysler, which knocked it out of the park in 2011 with an unusual, 2-minute commercial featuring rapper Eminem, then came back with the controversial Clint Eastwood commercial during the 2012 Super Bowl.

Might the maker try to score again with a spot during next year’s big game, typically one of the most widely viewed TV events in the world?

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“Yes, we are leaning towards being there,” said Chrysler’s global marketing czar Olivier Francois. In a conversation with TheDetroitBureau.com, he admitted that the challenge is coming up with another breakout idea. “Clearly, topping what we have done so far – no mystery – is not going to be easy.”

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Chrysler Wins Big for “Imported from Detroit” Campaign

“Grand Effie” for controversial Super Bowl spot.

by on May.25, 2012

Chrysler's "Imported from Detroit" campaign lands a Grand Effie as the most effective ad campaign of the year. The first spot featured rapper Eminem.

Controversial? Perhaps, but a jury of its peers also has found Chrysler’s “Imported from Detroit” Super Bowl spot highly effective.

The campaign, which includes a series of ads playing off the Super Bowl spots with rapper Eminem — and then followed this year by commercials narrated by Clint Eastwood — has won a Grand Effie, the advertising industry’s answer to the Oscar.

“Imported from Detroit was the Grand Effie winner because they sold the product, the category and the city,” said Deborah Sandler, a Grand Effie jury member, following the 44th annual Effie Awards Gala in New York City.

Produced by agency Wieden+Kennedy, Imported from Detroit was declared the Grand Effie winner, the equivalent of best-in-show or, if you prefer, the advertising world’s Best Film.

The winner wasn’t finalized until hours before the event, organizers revealed, Chrysler’s campaign against up against some tough competition that included: Allstate Insurance Company’s Mayhem, Kellogg’s Special K’s What Will You Gain When You Lose?, Troy Public Library’s Book Burning Party, and IKEA’s Moving Day.

Chrysler’s original Imported from Detroit ad, shown during the 2011 Super Bowl, was a standout if, for no other reason, its 2-minute length and its use of rapper Eminem. The 2012 version was equally long but shifted to Clint Eastwood who delivered a gritty rap of his own, so to speak, about American willpower.

Ironically, the second Super Bowl spot triggered sharp rebukes from some critics, including several prominent leaders of the GOP, who felt it promoted the controversial 2009 federal bailout of Chrysler (and cross-town rival General Motors).  Chrysler CEO Sergio Marchionne later insisted there was no political intent to the campaign.  For their part, members of the Effie jury focused on the effectiveness of Wieden+Kennedy’s efforts.

“The Chrysler work had a depth of effectiveness that stood out from the rest of the Grand Effie Finalists. They gave that brand its soul back,” said another Grand Effie jury member, Jeff Benjamin, CCO, North America, JWT.

As with the Academy Awards, the Effies cover a wide range of categories, and among other automotive winners were Porsche, which took second place in the autos category for its campaign for the seventh-generation 911 sports car.  Chevrolet grabbed third for its “More than Electric” pitch for the Chevy Volt.  Kia was honored in a separate category for its “Slam Dunk” commercial.

 

Other automotive winners at the Effie Awards included Porsche grabbing second place in the automotive category for “How Porsche created new relevance for a revered icon,” and Chevrolet taking third for “Chevy Volt, it’s more than electric.”

Kia also grabbed a third-place honor in the Single Impact Engagement category for its “Not your average slam dunk” commercial.

Beyond the automotive industry, Effie organizers announced “Procter & Gamble is the most effective advertiser in North America, IBM is the most effective brand, WPP is the most effective advertising holding company and Ogilvy & Mather is the most effective advertising agency network. Ogilvy & Mather’s New York office is the most effective individual agency office, while McKinney, based in Durham, North Carolina, is the most effective independently held advertising agency.”

Clint Eastwood Makes Chrysler’s Day

Delivers striking Super Bowl “Halftime” message for automaker.

by on Feb.06, 2012

"It's halftime in America," declared actor Clint Eastwood in the latest Chrysler Super Bowl ad.

He didn’t sell beer, corn chips or soft drinks, and he certainly wasn’t aiming for laughs. But Clint Eastwood’s unusual appearance in a Chrysler corporate Super Bowl commercial has become one of the widely watched game’s most talked-about spots.

The turn by the well-respected star marked the second year in a row that Chrysler focused as much or more on a social issue as on its own products with a long and costly commercial dubbed, “It’s Halftime in America.”

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In 2011, the resurgent automaker enlisted rapper Eminem to anchor a 2-minute commercial that focused specifically on Detroit, a city – and a domestic industry — long counted out by many Americans.  For Super Bowl XLVI, the highly cinematic and equally lengthy Chrysler spot opens with an actor sometimes known as “the man with no name” emerging from the shadows to address the troubled times the nation is now facing.

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