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Posts Tagged ‘second half chrysler’

Marty’s Marketing Minutia Special: Chrysler Sends in the Second Team

They make you feel good, but do Chrysler's Second Half commercials get you to buy a car?

by on Apr.02, 2012

A scene from the new Chrysler "Second Half" ad "Tommy and the Ram.".

Way back then, when Don Draper and his pals (and a few of us who were there in those halcyon days) were pitching a piece of new business from a major corporate client the conundrum was, “Should we pitch with product or institutional creative?”  More times than not, institutional – the warm and fuzzy, feel good, selling the big picture, aren’t we magnificent, munificent and magnanimous outlook — won hands down.

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It made the prospective client nod their heads in approbation because the company looked terrific which reflected positively on our not-so-noble, okay crass, intentions no matter how insincere our sincere ads were.  And, yes, it won some business too.

And that is what advertising is supposed to do – sell things!

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Chrysler Back – Minus Dirty Harry – With New “Halftime in America Ads”

Despite GOP criticism, theme resonates with American consumers.

by on Mar.30, 2012

A shot from Chrysler's new "Second Half" ad campaign.

Perhaps the biggest touchdown during this year’s Super Bowl was scored by Chrysler, which topped the charts with the response to its 2-minute “Halftime in America” ad featuring Clint Eastwood.

The unusually long spot, which reportedly cost the maker more than $10 million generated tremendous interest among American consumers – though it also triggered some wild criticism from the GOP.   Now, minus “Dirty Harry,” the Halftime campaign is coming back.

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Chrysler is turning the original spot into a series of commercials for each of its four individual brands: Chrysler, Dodge, Ram and Jeep.  Only the Fiat brand will be left on the sidelines.  The move is similar to what the smallest of the Detroit makers did in 2011 when it followed up another 2-minute Super Bowl spot, dubbed “Made in Detroit” with a series of shorter ads minus rapper Eminem.

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