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'History Looks Forward' in Chrysler's New Ad Campaign

15 September 1997

'History Looks Forward' in Chrysler's New Ad Campaign

    AUBURN HILLS, Mich., Sept. 15 -- Forward thinking.
Breakthrough ideas.  A company rich in heritage.  These elements are the core
of Chrysler Corporation's 1998 broadcast and print corporate
advertising campaign that will appear in mid-September.
    Beyond profiling the strength and versatility of Chrysler's award-winning
vehicle line-up and the company's unique culture, the campaign builds upon the
"Great Cars. Great Trucks." theme-line by focusing on the company's strong
heritage and commitment to innovative design.
    "Demonstrating that the best of our past is reflected in the brightest of
today, this campaign compares the distinctive design and styling of historic
Chrysler vehicles with the breakthrough technologies that make up the
company's present day line-up of cars and trucks," said John MacDonald,
Chrysler's Vice President of Marketing.  "Also reflected within this
advertising is Chrysler's innovative thinking, as evident with the pioneering
of cab-forward design and our continuous commitment to producing leading edge
vehicles that 'people will want to buy, will enjoy driving and will want to
buy again'."
    The heritage-driven campaign features a variety of television commercials
which take the viewer through the evolution of Chrysler vehicles.  For
example, the 1963 Jeep(R) Wagoneer is featured as it evolves into today's
version of the Jeep Grand Cherokee.  Additionally, the 1941 Town & Country
Wagon is showcased as the "forerunner of the minivan" with the present-day
Chrysler Town & Country representing the qualities of luxury, versatility and
sophistication.
    The campaign also highlights Chrysler's revolutionary cab-forward design,
demonstrating the company's commitment to the philosophy that "cars should be
built around people, not machinery."  The voice-over for one television spot
asserts, "From the beginning, car design started from the outside.  But at
Chrysler Corporation we like to look at things differently."  Complete with
footage representative of the spirit of invention and dedication found
throughout the company, the commercial illustrates how Chrysler has moved
forward to the next generation of cab-forward thinking by fundamentally
reworking the automobile's architecture to expand seating areas and improve
ride and handling.
    In addition to five television spots and seven print executions, the
campaign includes a collection of post card ads which will be distributed at
restaurants and entertainment venues throughout the U.S. and at the company's
"Great Cars. Great Trucks." interactive center at the Mall of America in
Minneapolis, Minnesota.  The television commercials will air on an assortment
of news, entertainment and sports network and cable programming.  The print
ads will appear in October issues of various magazines and newspapers,
including USA Today, Newsweek, Sports Illustrated, People, Forbes and more.
    The advertising campaign was created by the Detroit office of Bozell
Worldwide, a subsidiary of Bozell, Jacobs, Kenyon & Eckhardt.

SOURCE  Chrysler Corporation