Chrysler Brand Debuts "Ready to Take on the World" Advertising Campaign for the All-new 2015 Chrysler 200

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Oct 27, 2014, 10:19 ET

AUBURN HILLS, Mich., Oct. 27, 2014 /PRNewswire/ --

New marketing campaign touting the craftsmanship, performance and safety of the all-new 2015 Chrysler 200 launches on Sun., Oct. 26
Creative consists of four 30-second commercials, each with unique story telling, speaking to attributes of the all-new Chrysler 200 and featuring music by The Roots ("The Fire")
Campaign to also include print, digital and social extensions
Campaign is a progression of "Imported from Detroit" and "America's Import" story arc

The Chrysler brand debuted its unique "Ready to Take on the World" advertising campaign for all-new 2015 Chrysler 200 this weekend (10/26). The integrated campaign launched with three 30-second commercials running across television (national broadcast and cable) and online over the weekend. A fourth 30-second spot will debut in November. The campaign also includes print, digital and social extensions.

The spots use subtle humor with visual and musical cues, in addition to narration in three different languages – Japanese, German, Swedish – to drive home the campaign's focus on craftsmanship, performance and safety. As the all-new 2015 Chrysler 200 is presented in full frame, the narration shifts from the native speaker to an English voice-over introducing the all-new Chrysler 200.

"In 2011, we made a promise with 'Imported from Detroit', and in 2014, we set an expectation with the all-new 2015 Chrysler 200 as 'America's Import'. Our story has evolved from "Detroit is back" to "America is back" to now America is "ready to take on the world'," said Olivier Francois, Chief Marketing Officer, Chrysler Group LLC. "With the all-new Chrysler 200, we've made a car that feels, looks and drives as competitively and competently as any import, but is built in the USA. So why not speak to the attributes of the car that one might associate with a particular country, whether Japan, Germany, Sweden, and put a unique twist on it that will make consumers not just sit up and take notice but also question what they see and hear, and ultimately, what they believe is possible from an American made automobile."

"The all-new 2015 Chrysler 200 symbolizes the Chrysler brand's commitment to building a world-class vehicle that strives for unparalleled quality, performance, safety and technology," said Al Gardner, President and CEO - Chrysler Brand. "From the all-new plant built to manufacture an all-new car, the Chrysler 200 has been reinvented from the ground up, setting an expectation for consumers of what to expect from the brand in the years to come."

Broadcast and online spots include:

"Japanese Quality," with its focus on craftsmanship, was filmed in Detroit using textural elements within the city that might appear to be part of the landscape of Japan.
"German Performance – Autobahn" and "German Performance – Three Times," highlighting superior performance, was filmed in Seattle at night in an homage to Germany's iconic Autobahn.
Launching on television in November, "Swedish Safety," showcasing a car designed to help keep passengers out of harm's way, was filmed in both San Francisco and Seattle, and mirrors the fjords and sea typical of the Swedish landscape.
The commercials all feature the music "The Fire" by The Roots during their closing frames.

In order to build the all-new 2015 Chrysler 200, the Chrysler brand went back to the drawing board and rebuilt everything — even the factory that makes it. As the highly anticipated, all-new 2015 Chrysler 200 continues to arrive at dealerships across the country, the Chrysler brand recently launched the Chrysler 200 Factory Tour experience with Google Maps Business View, giving consumers a first-of-its-kind look inside the auto-making process. The virtual tour, with 360-degree interactive films and photography, allows users to get up close to aspects of the assembly process, taking them inside the 5 million square feet of the Sterling Heights Assembly Plant (SHAP) in Michigan.

Nearly $1 billion was spent to prepare the facility to play an integral role in the production of the all-new 2015 Chrysler.

The Chrysler brand's "Ready to Take on the World" campaign and Chrysler 200 Factory Tour were created in partnership with independent advertising agency Wieden+Kennedy Portland.

About Chrysler 200
The all-new 2015 Chrysler 200 debuts the new "face of Chrysler." The grille and headlamps are integrated for the first time, and the updated Chrysler badge has an emphasis on the wing, which is more defined. The available full-LED daytime running lamps (DRL), LED fog lamps and standard LED tail lamps give the All-New Chrysler 200 a distinctive, recognizable look coming and going.

The 2015 Chrysler 200 debuts a beautiful exterior design featuring the new "face" of the Chrysler brand – a thoughtful, exquisitely crafted interior and an exceptional driving experience, complements of a segment-first nine-speed automatic transmission and an Alfa Romeo-based chassis. The all-new Chrysler 200 provides the choice of two world-class engines, an innovative all-wheel-drive system, available sport mode and paddle shifters for an engaged driving experience, and an EPA estimated highway fuel economy of 36 miles per gallon (mpg) with a 2.4L engine.

The all-new 2015 Chrysler 200 offers the most available safety features in the mid-size sedan segment, and state-of-the-art, easy-to-use technology that keeps drivers and passengers connected. With a starting U.S. Manufacturer's Suggested Retail Price (MSRP) of just $21,700 (excluding $995 destination and tax, title and license).

About Chrysler Brand
The Chrysler brand has delighted customers with distinctive designs, craftsmanship, intuitive innovation and technology all at an extraordinary value since the company was founded in 1926.

Whether it is the groundbreaking, bold design of the Chrysler 300, the simple elegance and extraordinary driving experience of the all-new 2015 Chrysler 200 or the family-room-on-wheels functionality of the Chrysler Town & Country, Chrysler brand vehicles reward the passion, creativity and sense of accomplishment of its owners. Beyond just exceptionally designed vehicles, the Chrysler brand has incorporated thoughtful features into all of its products, such as the innovative center console with pass through storage and sliding cup holders in the 2015 Chrysler 200, the industry-exclusive Stow 'n Go® seating and storage system on the Chrysler Town & Country and the fuel-saving Fuel Saver Technology in the Chrysler 300.

The Chrysler brand's succession of innovative product introductions continues to solidify the brand's standing as the leader in design, engineering and value. The premium for the Chrysler brand is in the product, not the price.

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