BBDO FINDS CHRYSLER'S FIRST LOVE
By Adnews Staff
Chrysler Canada of Windsor, Ontario has launched a new television ad for the Chrysler 300M. The ad, which was rolled out across the country during the week of May 17, continues to feature the "Engineered to be Great Cars" tagline. The Chrysler 300M was first introduced in 1955. Twelve years later the car was shelved. Last year Chrysler reintroduced the performance coupe and Toronto-based BBDO Canada, Chrysler's agency for over 35 years, picked up the advertising for the brand. The new ad is titled "First Love" and is designed to capture a driver's experience in his or her first car. The spot begins with footage that appears to be from the seventies. The musical track Spirit in the Sky is playing. A voiceover asks, "Remember you first car....How'd you like to feel like that again?" As the song continues, a transition to a modern day 300M is activated by a CD being inserted in the new car. "In the saturated sedan market with similar product offerings, the challenge is brand differentiation," said Chrysler brand manager Pearl Davies. "We know we have the product to compete, but we also need the communication to effectively deliver the message to the consumer." Chrysler Canada Ltd. is a division of the DaimlerChrysler Corporation. Its brands in Canada include Dodge, Jeep and Chrysler.