Category: Titanium and Integrated
Advertiser: CHRYSLER GROUP
Product/Service: CHRYSLER GROUP
Agency: WIEDEN+KENNEDY
Chief Creative Officer: Dan Wieden (Wieden+Kennedy)
Executive Creative Director: Mark Fitzloff/Susan Hoffman (Wieden+Kennedy)
Creative Director: Aaron Allen/Michael Tabtabai/Joe Staples (Wieden+Kennedy)
Copywriter: Kevin Jones/Smith Henderson/Matthew Dickman (Wieden+Kennedy)
Art Director: Jimm Lasser (Wieden+Kennedy)
Agency Producer: Bob Wendt (Wieden+Kennedy)
Account Team: Thomas Harvey/Lani Reichenbach/David Newsome (Wieden+Kennedy)
Advertising Clients: Jason Russ/Melissa Garlick (Chrysler)
Media placement: TV - NBC - 2/5/2012
Media placement: Online - Youtube.com/chrysler, Facebook, Twitter - 2/5/2012
Media placement: Digital Banners - Usatoday.com, Yahoo.com - 2/5/2012
Describe the campaign/entry
In 2011, Chrysler’s 'Born of Fire' commercial introduced the tagline 'Imported from Detroit' and talked about the determination of a city most had already written off.
It was a rallying cry for Chrysler, the city of Detroit and the entire American auto industry.
One year later, Chrysler is posting record profits, Detroit’s sports teams are winning again and there is an air of optimism and pride in the Motor City.
But in 2012, this country is divided. We felt that Detroit’s newfound spirit could help show America the way.
With 111,000,000 people watching the Super Bowl half-time show, we took this opportunity to give the nation a half-time speech.
One of optimism, of the opportunity ahead and the greatness we will achieve if we work as one. If we unite the states of America.
Describe how the campaign/entry was launched across each channel in the order of implementation
The spot launched during the 2012 Super Bowl game. Fans could spread the message via YouTube and Facebook.
Give some idea of how successful this campaign/entry was with both client and consumer
The impression numbers from TV and online tell the success story, but the reaction as seen online and in the press, talking about the spot spoke volumes of its cultural impact.