Chrysler is set to relaunch its brand in the United Kingdom with a new series of advertisements that depict the company's gritty, urban reputation. Dubbed 'Different Is What We Do', this £10 million campaign is led by three major television commercials, the first of which was a 60-second video during the break in Sky TV's coverage of the Super Bowl on February 5.
Further terrestrial and digital TV advertising is planned, together with online, press, electronic and direct marketing. How the advertising is positioned appears to draw heavily from the distinctive nature of Chrysler's branding.
It includes the US-based company's entire UK model range -- the stunning new 300C executive saloon, the highly successful Grand Voyager people carrier, Chrysler's first supermini Ypsilon and the versatile Delta hatchback.
The TV commercial is being coordinated by integrated advertising agency DCH. It opens in Detroit, USA, showcasing the new 300C roaming through the 'Motor City'. It comes out from a tunnel on to the streets of inner London. It is then joined by the rest of the Chrysler range.
Jeep Chrysler UK's brand director Nigel Land commented that these are "exciting times" for Chrysler. He added that the brand's "great" success in the U.S. is "widely recognized," and that this will help them to establish the automaker as a major rival in the UK automobile market.
Chrysler's product lineup begins at £10,695 for the Ypsilon 1.2S. Chrysler Delta begins at £16,695 for the 1.4 T-Jet 120S. As for the Grand Voyager, its entry price is £28,225. The new 300C will be available in the UK within this year.