Chrysler said that Clint Eastwood helped in shaping ad message for Super Bowl

Article by Christian Andrei, on February 10, 2012

Chrysler Group’s Super Bowl ad that featured Clint Eastwood has sparked a political debate. Chrysler explained that the ad was conceptualized two months ago and that the actor had helped in shaping this image. At the Chicago Auto Show, Olivier Francois, Chrysler's marketing chief, said that Eastwood “felt like endorsing the message because the message is clearly not sales-oriented."

He added, “It is even hardly corporation-oriented. It's about values." He explained that there are twice more viewers on YouTube for this particular ad compared to the views of last year’s Eminem ad for about the same period of time after the game.

The ad has very few Chrysler references, including just a few images of cars and trucks, as well as shots of sport-utility vehicles produced at a Detroit factory. In the closing shot, Chrysler’s brand logos could be seen. Francois said that Chrysler didn’t want to make a sequel to the Eminem ad.

Instead, it wanted to build on the 'Imported from Detroit' platform but hoped that it would be consistent with its “message of resilience, hard work, drive and humility," expanding it from Detroit to America.

Eastwood was chosen for the ad because Chrysler wanted someone who has “the authority, the credibility" to be the voice of this ad. Francois and Saad Chehab, the Chrysler brand’s head, worked on the script proposal together with ad agency Wieden & Kennedy. Meanwhile, CEO Sergio Marchionne provided his input.

Considered as Chrysler’s flagship sedan and one of the best in the premium E-segment, the all-new 2011 300 Sedan is elegantly designed and boasts of a uniquely distinct style, technological innovations and high quality luxury features. The all-new Chrysler 300 was globally unveiled at the 2011 North American International Auto Show (NAIAS), thereby welcoming a new chapter in the car-manufacturer’s illustrious history and at the same time resetting the benchmark in the luxury E-class.

Oliver Francois, President and CEO- Chrysler Brand, Chrysler Group LLC, explained that the all-new 2011 Chrysler 300 Sedan is synonymous to American ingenuity and exemplifies the great influence of Detroit-designed cars to the automobile industry worldwide. Francois further added that everything in the new Chrysler 300 signifies the new attitude of the brand towards all aspects, starting from the Chrysler 300’s high quality materials, its state-of-art connectivity system, newly improved chassis design, to its category-leading engine power output.

Francois then aptly stated that in order for the new 300 Sedan to deliver what is expected from Chrysler’s flagship model, the Design Team meticulously evaluated existing category standards of its best competitors in terms of workmanship, technological features and refinements. The result was the creation of a new benchmark in terms of superior quality and performance but at a reasonable price. This newly achieved benchmark further catapults the all-new Chrysler 300 Sedan‘s reputation as one of the best in its category, aside from maintaining its well-loved and uniquely bold and powerful American design character.

The all-new 2011 Chrysler 300 Sedan epitomizes the core objective of the new Chrysler brand which is to translate passion for high quality design into tangible and appreciable workmanship, done for the good of the people and the environment through the formulation of responsible design solutions and the use of state-of-the-art technology and the implementation of the highest level of quality and efficiency.

A Collaboration of Detroit Style with World-class Craftsmanship

Chrysler makes good use of its 55 years of extensive car-manufacturing experience in creating the impressively designed, all-new 2011 Chrysler 300 Sedan. Incorporating excellent contemporary design features with a powerful and highly efficient engine, the 300 Sedan rises above the rest in its category. Its striking new front grille features seven finely crafted horizontal chrome louver blades which justly complement the formal and low stance of the car.

The polished chrome finish of the front grille frame perfectly contrasts with the matte liquid-chrome finish of the louver blades. Finally, the new Chrysler wing emblem serves as the exclamation point for the work of art that is the all-new 2011 Chrysler 300 Sedan.

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