Chrysler brings back the ’60s for 300 launch

A really lovely way to position a car that has been confused in the market. Let alone the brand. Some smart strategy at play here. Well done to all for a stylish piece.

Saw this on the telly last night. Doesn’t work at all. You have this really sweet, feminine-skewed ad for 97% of the time and then see this really masculine car for two seconds at the end. It’s certainly different, but I’d call it a ‘fail’ on the effectiveness stakes. Like, who the hell is this aimed at (women who buy cars for their men)? And American cars – YUK!

these guys have been watching too much mad men.

Had you not explained to me that it was a campaign for Chrysler, i would still be wondering what that was????

nice execution, but so boring that i had no desire to hang out for the revealing end tag.

execution is good but cut through =0

I hope they have a massive budget because this ads going to need it.

Please explain Tim? I’m interested in your view. Is that a good thing?

When I Read comments like “boring” I find that says more bout the commentator than the piece here. Maybe they were texting or updating their facebook or tweeting something very Important whilst watching. But any fan of mad men can attest to the simmering tension created with the restraint and slower pace. I found the style, grace and payoff really interesting. I dont subscribe to the idea that every piece of work should appeal to a bored 27 year old account manager or an under achieving art director working in a multinational. I think it shows the car. Albeit briefly in exactly the right light. When all things american we loved. Maybe if you’re bored, get out of the industry. To me it was very interesting.

nice ad / dull car.

Sorry have to point it out – tenor sax is shown in the ‘band’, but it’s actually an alto on the track. Fail.

When I read comments like “Interesting”, I always picture a ‘creative’ sitting in a sandpit, crying – while the other kids laugh and continue to wreck his sandcastle.

Brutal world advertising.

For the record, i enjoyed the ad.

To Bob is a rabbit:

Now, your comment was BORING.

Say what you like about the execution, but the strategy is great in my opinion. Anyone who knows anything about cars knows that the 300 doesn’t have hell of a lot going for it besides its distinctive look. Contextualising it with classy, beautiful things is really smart.

the ad’s cool, great direction, love the music, the tempo, the tension, the reveal and i think it’s an interesting strategy for a much maligned car – connect them with Americana rather than gangster rap. I’ve been put off them beause of this image but will think about them differently when i see one…at least while the ad is playing…

I’d rather watch this than most of the other rubbish car ads queuing up to race along the coast road to Wollongong

The proof however will see how it they link it to other comms and retail

Certainly stood out from the crowd in the break. In terms of balance, a bit too much Mad Men and not enough to convince me the car was the star.

I don’t think the emotional pull of the ’60’s styling can change opinions about the maligned car marque. A touch more “reasons why” it is contemporary and cool would have helped.

But at least it is differentiated and well targeted. The best one at the moment has to be Hyundai’s i30 Break Free spot. Lots of car rational reasons to buy and lots of emotional engagement in the clever use of $200k’s worth of music.

Lovely Ad.

Brilliant execution. Wonderfully shot. Beautiful imagery. Really like it.

My only reservation is that the theme doesn’t marry with the product.

Sure, Chrysler and its 300 may be “aspirational”, whispering a desire to be chic, cool and suave.

But the car itself shouts obnoxious, loud and American.

No one gives a toss about what any of you think.

The ad’s only successful if it helps move more product off the shelf.

No such thing as a great ad that doesnt sell more product. That’s called ego.

Time will tell.

Wrong David Ogilvy.

No one gives a toss what you think.

Especially when offering Marketing 101 statements obvious to all.

Drinking and driving? . . you’ll be needing an anonymous car.

I’m with Rob.

A sumptuous ad which is beautifully produced, right up until the last 5 seconds, where a chrome analogue clock is the only bridge from the belting Mad Men pastiche idea to a 21st century Audi-esque gangster car.

Product proof point very much missing, sadly. The requirement to explain that “The 300 was an American icon developed in the 50′s and remains iconic today.” only makes it that little bit more awkward, since this iteration is barely 10 years old and entirely unrelated in any way to that heritage.

I am not very interested in cars, could not afford this car and I am not interested in purchasing a car at present.

I also don’t work in advertising and like to think advertising doesn’t really work on me, but I watched this ad to the very end.

I will now share this ad on social media with a 2000+ audience, because of its aesthetic qualities and ability to connect with pop culture, which will then spread the Chrysler 300 message, which I believe was the intention behind creating this type of ad.

So its a brand ad, have we forgotten what those are? For a vehicle that has not been on sale for a year or two, it is a great way to reintroduce the car to what should be a new buying audience.

It is also a great way to reposition the vehicle away from the wannabe “gangstas” who blinged the previous model to within an inch of its life, in an effort to live out some rapper in da hood fantasy.

This direction follows in the often criticised Jeep ads (same firm people) – which by the way, has seen a >127% increase in sales this year.

Too big a set of wheels for me, but maybe if badged a Lancia like in the UK.. might consider it.

Sprezzatura

Nice comment by Janelle.

Perhaps brand fame through extensive social media coverage can influence a few, but surely most will want to know a bit more about the motor?

If this ad contributes to a bit of cool for Chryser it is certainly going to help, just a bit more to convince potential purchasers of the value in the nuts and bolts would make it a better ad.

Cheers Eric and I couldn’t agree with you more.

Cool.

When you’ve got an ugly car what an elegant solution – show as little of it as possible!

Good cast, art dept, wardrobe, cinematography and soundtrack.

I hope it works so they can do another.

Cool and beautiful work.
Shame about the canapes – they were 1990’s. Spring rolls were unheard of in the 1960’s. Sorry to be pedantic – but styling has to be accurate.