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DaimlerChrysler readies new brand campaign

DaimlerChrysler Canada of Windsor, ON will break a new advertising campaign called “Ask Dr. Z” on July 17. The campaign, which introduces DaimlerChrysler chairman Dieter Zetsche as the brand’s spokesperson, describes the consumer benefits of the American and German engineering used in the company’s vehicles. The campaign is in support of a summer sales program called the “Hottest Deals Under The Sun,” during which customers will get an employee price discount and a special financing deal when they purchase an eligible 2006 vehicle. “We wanted to communicate in a memorable way how our unique heritage sets us apart from our competitors and provides real benefits to our customers,” said Tom LaSorda, president and CEO of Chrysler Group. “Dieter is the ideal spokesperson for the company we are now. He put us on the path to be competitive with the best in the world combining the great strengths of two historic companies to benefit our customers.” The Canadian campaign will begin with 30-second television commercials on network and cable channels promoting the Chrysler, Jeep and Dodge brands as well as specific models. Each ad uses a variation of the tagline, “Experience the best in American and German engineering and design.” In the overall brand commercial, a reporter asks Zetsche about the benefits of the merger between Daimler-Benz and Chrysler. Zetsche invites the reporter into his Dodge Charger, then answers the question as they drive around a test track. The answer continues as they test a Jeep Commander on an off-road course and a Chrysler Pacifica on a crash track. At the end of the ad, Zetsche says, “Any more questions?” In the Jeep ad, Zetsche answers a letter from a young boy by bringing his school class on a trip to the Jeep test course. In the Dodge commercial, Zetsche answers a letter that asks if “Dodge trucks are more than just Hemis?” He then describes the design and technology used in their construction while surrounded by a collection of the company’s commercial trucks and buses. In the Chrysler ad, Zetsche answers a letter from a man who asks, “Is there really German technology in my Chrysler 300C” by visiting the man’s house and dismantling his car’s rear suspension in order to illustrate the design. Advertising for DaimlerChrysler Canada is done by BBDO Canada.

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