Best Chrysler Partnerships
Fiat-Chrysler has teamed up with a number of movie studios, actors, and musicians over the years, including Will Ferrell (as legendary anchorman Ron Burgundy), Clint Eastwood and Gwen Stefani. These ads serve two different groups: the car company and whoever they've teamed up with.
"It has to be unexpected; it has to be noticeable ... and lastly, it needs to really tie into the brand," Olivier Francois, Fiat Chrysler's Chief Marketing Officer, told Brent Snavely of the Detroit Press.
There's no doubt that some of these partnerships have been noticeable, as one of the campaigns even fetched the brand an Emmy award. Before you head out to your local Chrysler dealership in Miami, check out our guide to the best partnerships in the brand's history…
Fast and Furious
This relationship makes plenty of sense, as a car company and a movie about cars would seem like a natural partnership. The company had originally formed an agreement with Universal Pictures back when the series was being created, and you can catch some of the brand's more popular cars in all seven installments. While many of Fiat-Chrysler's previous appearances include "muscle cars and performance," that changed significantly in Furious 7, as Chris Woodyard of the Detroit Free Press wrote.
The movie featured a trio of popular vehicles: the 2015 Dodge Charger, a green and black 2015 Dodge Challenger R/T, and an "armored" 2015 Jeep Wrangler Unlimited. Specifically, the company's showcase cars can be seen as "getaway cars," twisting and turning through the desert streets.
Vince Bond Jr. of AutoNews.com said the marketing effort included "TV spots, music videos and a special website providing movie photos and details about several variants of the Challenger and Charger, including the SRT Hellcats." This includes one commercial titled "Flash to the Future," featuring a customer imagining themselves participating in one of the movie's wild races.
“Fast Dodge cars, adrenaline-filled action and heart-pounding music have fueled the Fast & Furious movie franchise,” said Francois.
This one's a bit more surprising, as you probably won't see many Chrysler's speeding through the various planets featured in the Star Wars universe. According to Snavely, the automobile company will be one of the franchise's premier partners (along with Covergirl & Max Factor, Duracell, General Mills, Hewlett Packard, Subway and Verizon) participating in "an expansive, historic promotional campaign" for the seventh Stars film.
"Our partners have all delivered original, stand-out campaigns that capture the familiar fun and excitement of our galaxy far, far away that we hope will delight fans as they get ready to experience Star Wars: The Force Awakens," Lucasfilm said in a release. "All of the partnerships strategically complement the tempo and tone of the film's overall marketing campaign."
It's uncertain in what capacity Chrysler will be involved with the film's production. My guess would be a series of commercials comparing the speed and unbelievable specs of Star Wars vehicles to those produced by Fiat-Chrysler. Based on the studio's (justified) unwillingness to jump the shark, I don't think we can expect to see a commercial featuring Darth Vader driving around in a sports car.
As part of their "America's Import" campaign, Chrysler teamed up with a musician who is synonymous with American music: rock and roll legend Bob Dylan.
If potential car buyers wanted to go with an American brand, Dylan and Chrysler do a good job of convincing. The iconic musician talks about the company's unique position of being an American company, asking if there's "anything more American than America" and saying that customers "can't import original…can't fake true cool…[and] can't duplicate legacy." He also notes that the company "became an inspiration to the rest of the world" while also preaching that "Detroit made cars and cars made America."
"Making the best, making the finest takes conviction," Dylan continued. "And you cant import the heart and soul of every man and woman working on the line. You could search the world over for the finer things, but you won't find a match for the American road and the creatures that live on it. Because we believe in the zoom and the roar and the thrust. And when it's made here, its made with the one thing you can't import from anywhere else. American pride. So let Germany brew your beer. Let Switzerland make your watch. Let Asia assemble your phone. We will build your car."
Of course, the company chose the perfect car to accompany the commercial: the 2015 Chrysler 200. The 2.4-liter inline-four 16-valve engine can produce a staggering 184 horsepower and 173 ft-lbs of torque.
This advertisement for the Chrysler 200 revolved around the city that the car was made in (or, as the ad says, ‘imported’ from): Detroit, Michigan. Originally airing during the 2011 Super Bowl, Chrysler used a variety of celebrities during their “imported from Detroit” campaign, with Eminem's commercial being the most prominent.
Despite the embattled city going through some tough times, the commercial points out some positive attributes of Detroit. There’s the city's “know how” and the resident’s “hard work and conviction.” They also preach the city’s underrated luxury, making it a perfect place to design a luxury vehicle.
The 200 has since become one of Chrysler’s most popular sedans. The 2015 model debuted the car’s second generation of vehicles, which featured a longer wheelbase and four available trim options (LX, Limited, S, and C).
The advertisement was very well-received, winning an Emmy Award for Outstanding Commercial. The spot was produced by Wieden + Kennedy, directed by Samuel Bayer of Serial Pictures and edited by Tommy Harden of Joint Editorial.
"'Born of Fire' was more than a commercial about the Chrysler 200, it was our anthem and signified the return of the Chrysler brand and our company,” said Chrysler Group’s CMO Olivier Francois (via Tim Nudd of AdWeek.com). “We are honored to be given this award and would like to share it with the wonderful people of Detroit who served as our inspiration and, of course, the hard-working employees of Chrysler Group LLC."
As you can see, Fiat-Chrysler really doesn't discriminate when it comes to teaming up for advertising purposes. Whether they're recruiting Bob Dylan or helping advertise the rebooted Star Wars franchise, you can be assured that Chrysler is right in the middle of it.
If these ads have convinced you at all, head down to Miami Lakes Automall Chrysler. The helpful staff will get you hooked up with a new car as soon as possible.