Chrysler — The second half

By Olivier Francois
Chief Marketing Officer, Chrysler Group

(March 31, 2012) 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 difference.

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 stars.

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 Chrysler 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.