Chrysler debuts 'Ready to Take on the World' ad campaign for Chrysler 200

(October 27, 2014) AUBURN HILLS, Mich. — The Chrysler brand debuted its unique "Ready to Take on the World" advertising campaign for the all-new 2015 Chrysler 200 this weekend. The integrated campaign launched with three 30-second commercials running across television (national broadcast and cable) and online over the weekend. A fourth 30-second spot will debut in November. The campaign also includes print, digital and social extensions.

The spots use subtle humor with visual and musical cues, in addition to narration in three different languages — Japanese, German, Swedish — to drive home the campaign's focus on craftsmanship, performance and safety. As the all-new 2015 Chrysler 200 is presented in full frame, the narration shifts from the native speaker to an English voice-over introducing the all-new Chrysler 200.

"In 2011, we made a promise with 'Imported from Detroit,' and in 2014, we set an expectation with the all-new 2015 Chrysler 200 as 'America's Import.' Our story has evolved from "Detroit is back" to "America is back" to now America is 'ready to take on the world,'" said Olivier Francois, chief marketing officer, Chrysler Group. "So why not speak to the attributes of the car."

"The all-new 2015 Chrysler 200 symbolizes the Chrysler brand's commitment to building a world-class vehicle that strives for unparalleled quality, performance, safety and technology," said Al Gardner, president and CEO - Chrysler Brand. "From the all-new plant built to manufacture an all-new car, the Chrysler 200 has been reinvented from the ground up, setting an expectation for consumers of what to expect from the brand in the years to come."

Broadcast and online spots include:

    "Japanese Quality," with its focus on craftsmanship, was filmed in Detroit using textural elements within the city that might appear to be part of the landscape of Japan.

    "German Performance – Autobahn" and "German Performance – Three Times," highlighting superior performance, was filmed in Seattle at night in an homage to Germany's iconic Autobahn.

    Launching on television in November, "Swedish Safety," showcasing a car designed to help keep passengers out of harm's way, was filmed in both San Francisco and Seattle, and mirrors the fjords and sea typical of the Swedish landscape.

    The commercials all feature the music "The Fire" by The Roots during their closing frames.

As the 2015 Chrysler 200 continues to arrive at dealerships across the country, the Chrysler brand recently launched the Chrysler 200 Factory Tour experience with Google Maps Business View, giving consumers a first-of-its-kind look inside the auto-making process. The virtual tour, with 360-degree interactive films and photography, allows users to get up close to aspects of the assembly process, taking them inside the 5 million square feet of the Sterling Heights Assembly Plant (SHAP) in Michigan.

Nearly $1 billion was spent to prepare the facility to play an integral role in the production of the all-new 2015 Chrysler.