Fiat-Chrysler has been teaming up with major studios to promote cars and movies of late. Recently, Jeep and Warner Brothers had the Jeep Renegade grace the silver screen with Batman v Superman: Dawn of Justice. What is the next major blockbuster to put the Chrysler brand name in? Turns out it is “The Secret Life of Pets.”
This partnership with the film will be used to promote the upcoming 2017 Chrysler Pacifica. The advertising deal will also include Late Night and former SNL star Seth Meyers and his dog, Frisbee. The ads produced for this started airing April 11th and will be going through July. They will include content featuring the Pacifica as well as the trailer for “The Secret Life of Pets” which will debut on “Late Night with Seth Meyers.”
“The opportunity to partner with NBCUniversal to create engaging content featuring talent from across its diverse television portfolio presented a strong media platform with incredible reach to tell the store of the all-new 2017 Chrysler Pacifica,” said Olivier Francois, Chief Marketing Officer at FCA. “Leveraging the unprecedented level of functionality, versatility and technology of the vehicle, including our UConnect theater, together with ‘The Secret Life of Peters,’ a film for mom, dad and their children, is the perfect combination to introduce audiences to the all-new Chrysler Pacifica as the ultimate family vehicle.”
The 2017 Chrysler Pacifica is getting a major media push from FCA. Recently, it was announced that popular comedian Jim Gaffigan would be producing and staring in a number of ads for the new minivan under the label of ‘Dad Brand.’ It is clear that the Pacifica is one of the biggest vehicles of the year and Chrysler wants to make sure people notice it. Considering that the audience that Chrysler wants to reach to purchase the vehicle is the family, it makes sense that one of the biggest animated family movies of the year would be used to market it. Seems to be a match made in (dog) heaven.
Not that long ago, there were rumors going around that Chrysler might be moving away from their popular “Imported from Detroit” ad campaign, but last week, Chrysler’s chief marketing officer Olivier Francois announced that “Imported from Detroit” isn’t going anywhere anytime soon.
Francois assured Chrysler fans in a statement that, “’Imported from Detroit’ is and will continue to be the tagline for the Chrysler brand.” He recognizes that the tagline appeals to consumers who don’t want to “cross an ocean” to find a quality car with modern style and technology.
“Imported from Detroit” will be used this year for the 2013 Chrysler 300 Motown edition and the 2013 Chrysler 300C John Varvatos Luxury Edition, and Chrysler will continue to offer “Imported from Detroit” merchandise through their website.
You can watch the original “Imported from Detroit” Super Bowl commercial below.
We want to hear from you, our readers. What do you think of Chrysler sticking with their “Imported from Detroit” campaign? Are you glad they are keeping it, or do you want a whole new campaign? Leave a comment below, and tell us what you think.
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Cars are one of the most frequently advertised objects in entertainment. Got a new racing game coming out? How about a movie with a spectacular chase sequence? Want the main character of a new TV show to look cool behind the wheel of a beautiful car? All fairly wide-known reasons for a licensed vehicle to appear in various forms of media. What is rare is using a car to help promote a new musical.
Staying true to the message of ‘imported from Detroit,’ Chrysler has helped bring Motown: The Musical to Broadway. The show has opened to some dazzling reviews. Variety says “This jubilant jukebox musical comes loaded with great singers, tons of energy, and dozens of classic Motown roof-raisers.”
Chrysler also had a “Motown Edition” of the Chrysler 300 in honor of the musical. It’s a fantastic fusion. A classy sedan that does a great job calling back to music that defined the Motor City. Both sell the image of being imported from Detroit, the popular slogan that Chrysler lives by.
The Wall Street Journal asks if this will be effect marketing. They worry that while the older generation will appreciate a musical, and in turn a vehicle, that remembers the oldies, but what about new car buyers? What about the generation raised on Grunge and New Wave?
There’s really no easy answer to that one. One of the biggest trends at the moment is nostalgia. It wouldn’t surprise me to see a good portion of possible buyers be interested in products that celebrate that era. The industry will have to wait and see if this experiment pays off for Chrysler.
If you’re interested in purchased a Chrysler 300 “Motown Edition” contact us at Bayside Chrysler Jeep Dodge. We operate in the Queens area and provide top-notch customer service whether you’re looking for new or pre-owned. Like us on Facebook and follow us on Twitter for more automotive news and special monthly offers.