With the newest showroom in the industry, segment-defining products and an unprecedented number of new products, the Chrysler brand today debuted its new 2001 advertising campaign to launch the all-new 2001 Chrysler Sebring sedan, Chrysler Sebring coupe and soon-to-be-available Sebring Convertible.
"Each new product we're introducing for the 2001 model year provides evidence that the Chrysler brand is more contemporary, while providing our customers with products that match their lifestyle," said Tom Marinelli, Vice President, Chrysler/Jeep(R) Global Brand Center. "Our new advertising features lighthearted humor, yet keeps the product at the forefront to highlight the class-leading features of the all-new Chrysler Sebring sedan and coupe."
All-new 2001 products arriving in dealerships this fall include the: Chrysler Voyager and Chrysler Town & Country minivans, Chrysler Sebring coupe and Chrysler Sebring sedan, which replaces the Chrysler Cirrus. The Chrysler Sebring Convertible will be available at dealerships later in the year as a 2001 model.
The Sebring campaign, created by advertising agency FCB Worldwide in Southfield, will break in September. Television airs nationally on network stations starting on September 1. The 2001 campaign will launch with three Chrysler Sebring spots. Ads will run during Monday Night Football, ABC College Football and prime time shows including "West Wing," "ER," "The Practice" and "20/20." The Chrysler minivan campaign will break later in September.
Print advertising will appear in October issues due out mid-September. The Sebring sedan and coupe will be featured in eight print ads. The print ads will be aimed at a broad range of consumers and will appear in publications such as Motor Trend, Vanity Fair, Esquire, Self, GQ, Golf Digest and House Beautiful.
"We're giving customers products that stand out in the market with the elegant Chrysler design heritage, increased performance, premium features and a new level of refinement," said Marinelli. "Not only have we repeatedly created new segments with products like the original minivan and the too-cool-to-categorize Chrysler PT Cruiser, but we continue to raise the bar to remain the innovator in the heart of the market."
The Chrysler Sebring family of coupe, sedan and convertible debut in the 60-second spot entitled "Golden Gate." To highlight the new 200-horsepower engines and athletic handling of these cars, the spot features the very recognizable Golden Gate Bridge being twisted and turned into a series of S-shaped curves in preparation for the trio of Sebrings to drive across.
"The appearance of the Sebring sedan and Sebring coupe combined with the soon-to-be-available convertible, give the Chrysler brand a stronger family identity and increases its prominence in the heart of the passenger car and specialty segments," said Marinelli.
A 30-second spot entitled "Grand Canyon" features the all-new Sebring sedan driving across country and passing notable landmarks along the way. The Sebring sedan driving experience is so enjoyable, as the spot illustrates, that you may not even want to get out of the car to view the sights -- even if the sights are as magnificent as the Grand Canyon.
The segment-defining Chrysler PT Cruiser has forever changed the landscape of the automotive market, and will be a key part of the brand's advertising for 2001. It has also changed the way people view the Chrysler brand, creating an image as important as the vehicle itself. Since Chrysler PT Cruiser was launched as an early 2001 model year vehicle, the current advertising will continue to be used.
As the flagship sedan for the Chrysler brand, the 300M blends high
performance with premium appointments, distinctive styling and the brand's passion for innovative engineering. Continuing to build on the successful advertising of the 300M, two new 30-second spots will air for the 2001 model year. The Chrysler Concorde and Chrysler LHS will continue to be promoted with current advertising, as well as the existing full-line spot.
"Our new advertising makes this list of 2001 products the stars, while showcasing the athletic handling, performance and extraordinary design that the Chrysler brand is known for," said Marinelli. "A number of our spots take a deeper dive into the product, highlighting the powerful 200 horsepower engines, more quiet interior, refined handling and the first use of an optional side air bag curtain on the sedan."