RAM MAN
01-27-2003, 08:32 AM
from a DC press release:
"The ad campaign is a key element in DaimlerChrysler's strategy to move the Chrysler brand and its vehicles to a premium position in the automotive market. Two new vehicles due in dealerships this spring are expected to solidify that repositioning: the 2004 Chrysler Pacifica and Chrysler Crossfire.
"We decided early on that the style and elegance of Chrysler vehicles is best-conveyed through the purity and classic tonality of black and white film," said Bonita Coleman Stewart, Director, Chrysler Marketing Communications, DaimlerChrysler.
"The campaign does two things," said Stewart. "First, in a very classy way, it puts into visual terms those words that owners often use to describe their Chrysler vehicles: passion, romance, emotion. People love the way their Chrysler vehicles look and how they look in them. That's why our slogan is, 'Drive & Love.'
"Second, through this new campaign, Celine Dion is the interpreter of the love that people have for their Chrysler vehicles. She is seen in the TV spots expressing love in her different roles as a mother, a superstar and as someone who just loves to drive," Stewart added.
Today's media briefing was held in the Walter P. Chrysler Museum.
The electronic component of the campaign consists of six, all-new 30- and 60-second TV ads. Each has a song by Dion, and the internationally renowned Sony Music recording artist appears in five of the six new spots.
Debuting first is a TV spot for the Pacifica, with Dion singing, "I Drove All Night." It airs Sunday, January 19 during the AFC Championship Game on CBS.
That same evening, five of the new spots will air during the Golden Globe Awards on NBC, making that program the major launch site of the new campaign. Chrysler is the exclusive automotive sponsor of the program.
On Sunday, January 26, Dion will perform "God Bless America" during the pre-game segment of Super Bowl XXXVII, being played in Qualcomm Stadium in San Diego. At least one of the new TV spots, as yet undetermined, will air during the early part of the game.
In addition to the Pacifica spot, the products and accompanying Dion songs are:
The Crossfire and the full-line brand spots: "I Drove All Night."
The Town & Country Minivan spot: "Have You Ever Been in Love."
The Sebring Convertible spot: "One Heart."
The PT Cruiser spot (the only one in which Dion does not appear): "Love Is All We Need."
The Crossfire, PT Cruiser and Sebring Convertible spots are 30 seconds. The rest are 60-second spots.
Darius Khondji, one of the top cinematographers in the world, was the Director of Photography on the TV shoot. His feature film credits include "Evita" (nominated for the Academy Award for best achievement in cinematography), "The Ninth Gate," "Seven" (for which he won the Chicago Film Critics Award for best cinematography) and "Alien Resurrection," among others.
The print component of the campaign includes the words from some of Dion's hit songs. Print launches with four spreads appearing in the February issues of magazines that hit news stands in mid-January. Following that is a 14-page magazine insert that will be in the March issues of national magazines, on stands in February. The media buy includes a number of diversity titles, including Black Enterprise, Ebony, Essence, Automundo, Hispanic Business, and People en Espanol.
"Love is an emotion that all people understand, regardless of race, creed, color or gender," said Stewart. "This campaign is a good opportunity to reinforce that message across a diverse audience."
The new campaign was created by BBDO Detroit, the Chrysler Group's lead agency, and the Arnell Group. "
... did you see the one during the Superbowl with the Crossfire ?????
"The ad campaign is a key element in DaimlerChrysler's strategy to move the Chrysler brand and its vehicles to a premium position in the automotive market. Two new vehicles due in dealerships this spring are expected to solidify that repositioning: the 2004 Chrysler Pacifica and Chrysler Crossfire.
"We decided early on that the style and elegance of Chrysler vehicles is best-conveyed through the purity and classic tonality of black and white film," said Bonita Coleman Stewart, Director, Chrysler Marketing Communications, DaimlerChrysler.
"The campaign does two things," said Stewart. "First, in a very classy way, it puts into visual terms those words that owners often use to describe their Chrysler vehicles: passion, romance, emotion. People love the way their Chrysler vehicles look and how they look in them. That's why our slogan is, 'Drive & Love.'
"Second, through this new campaign, Celine Dion is the interpreter of the love that people have for their Chrysler vehicles. She is seen in the TV spots expressing love in her different roles as a mother, a superstar and as someone who just loves to drive," Stewart added.
Today's media briefing was held in the Walter P. Chrysler Museum.
The electronic component of the campaign consists of six, all-new 30- and 60-second TV ads. Each has a song by Dion, and the internationally renowned Sony Music recording artist appears in five of the six new spots.
Debuting first is a TV spot for the Pacifica, with Dion singing, "I Drove All Night." It airs Sunday, January 19 during the AFC Championship Game on CBS.
That same evening, five of the new spots will air during the Golden Globe Awards on NBC, making that program the major launch site of the new campaign. Chrysler is the exclusive automotive sponsor of the program.
On Sunday, January 26, Dion will perform "God Bless America" during the pre-game segment of Super Bowl XXXVII, being played in Qualcomm Stadium in San Diego. At least one of the new TV spots, as yet undetermined, will air during the early part of the game.
In addition to the Pacifica spot, the products and accompanying Dion songs are:
The Crossfire and the full-line brand spots: "I Drove All Night."
The Town & Country Minivan spot: "Have You Ever Been in Love."
The Sebring Convertible spot: "One Heart."
The PT Cruiser spot (the only one in which Dion does not appear): "Love Is All We Need."
The Crossfire, PT Cruiser and Sebring Convertible spots are 30 seconds. The rest are 60-second spots.
Darius Khondji, one of the top cinematographers in the world, was the Director of Photography on the TV shoot. His feature film credits include "Evita" (nominated for the Academy Award for best achievement in cinematography), "The Ninth Gate," "Seven" (for which he won the Chicago Film Critics Award for best cinematography) and "Alien Resurrection," among others.
The print component of the campaign includes the words from some of Dion's hit songs. Print launches with four spreads appearing in the February issues of magazines that hit news stands in mid-January. Following that is a 14-page magazine insert that will be in the March issues of national magazines, on stands in February. The media buy includes a number of diversity titles, including Black Enterprise, Ebony, Essence, Automundo, Hispanic Business, and People en Espanol.
"Love is an emotion that all people understand, regardless of race, creed, color or gender," said Stewart. "This campaign is a good opportunity to reinforce that message across a diverse audience."
The new campaign was created by BBDO Detroit, the Chrysler Group's lead agency, and the Arnell Group. "
... did you see the one during the Superbowl with the Crossfire ?????