March 30, 2012 9:00 AM
Francois, Chief Marketing Officer, Chrysler Group LLC
During Super Bowl XLVI, Chrysler Group LLC debuted “It's
Halftime in America,” an ad that was created to capture the
fighting spirit this country is known for and to serve as a
reminder that we all have the ability to come together to make a
This weekend, the company will unveil four new television spots as
part of the continuation of “It's Halftime in America.”
As you watch, you will see familiar scenes from the Super Bowl spot
that weave their way in each of these commercials; all of which
were scripted and filmed at the same time.
Each spot was inspired by stories we’ve heard from people
across the country, showing the things they are doing every day to
move forward and win their own second half. They are each intended
to be stories of hope and encouragement.
Each of these ads has its own theme and dives deeper into the
essence of the Chrysler, Dodge, Jeep® and Ram Truck brands:
Chrysler “300 My Son Steven” – A father’s
pride in his adult son making his own way in life. This commercial
encourages one to dream big, set your own course and shoot for the
Dodge “Shaun in the Challenger” – A father speaks
to the importance of honor and family. In this spot, the
focus is on the importance of family and this great country.
Jeep “Jenny in the Jeep Wrangler” – The story of
a young daughter who is adapting to a new life and a new city with
her family. We see our characters reinvent, persevere and
embrace the spirit of American resilience.
Ram “Tommy and the Ram”
– A wife’s admiration for her husband’s selfless
and unwavering determination to provide for his family. This piece
highlights the meaning of persistence, determination, dedication
and taking on the path of responsibility.
I encourage you to look for these new commercials as they air
throughout the weekend during major sporting and entertainment
broadcast events – moments when Americans will once again
find themselves gathered together. This includes the NCAA men's
basketball semi finals (Jeep and Chrysler) and national
championship game (Dodge), as well as NHL (Dodge), NASCAR (Ram),
the American Country Music Awards (Ram), “Mad Men”
(Chrysler) and AMC network (Jeep).
Each spot was created in partnership with the Portland, Ore.-based
advertising agency, Wieden+Kennedy. The videos can be viewed at the
brand YouTube channel.
I’d like to remind everyone as they watch to remember the
spirit of “It's Halftime in America” and its simple
message that in the land of opportunity, everyone has the right to
dream and the power to turn that dream into reality.