• Dec 10, 2009
New Jeep spot - click above to view commercial

Spend any time in the advertising business, and you'll see this kind of struggle. So called "high-concept" advertising is what tends to be what consumers emotionally engage with and remember. Usually, only big brands with a national presence and lots of money can pull off advertising that is more about the spot than the product it's hawking. Running with the big boys requires vision on the part of decision makers. While big companies have marketing specialists with high falutin' degrees and summat, the retailers that close sales and take the money from your hand focus much more on product.

According to Bloomberg, Chrysler and its dealer body are playing out this very struggle. Dealers are unhappy with the company's new advertising efforts and budget changes that have been made as part of the recently enacted five year business plan. Facing sales that were down twenty five percent in November, dealers have asked that the new ads focusing on lifestyle and brand-building, such as the latest Jeep spots, be stopped. Advertising that shows vehicles and their features, along with a harder sell on the price and incentive front would be preferable to the dealers.

Cash on the hood is down, however, and Chrysler has some vehicles that are challenging to sell. Regional advertising budgets have been readjusted, as well, siphoning off funds from some higher-volume dealers to regions without enough volume to get any help in the fourth quarter otherwise. The plan in Auburn Hills is to aggressively rebuild its brands over the next five years, which is an image-building operation where the new campaign makes sense. In the meantime, however, the company needs to sell cars to stay solvent until its touchy-feely advertising takes root; an effort that may be better served by the product-centric advertising the dealers want. While everyone loves clever advertisements, sometimes it's just best to scream about the deals on Sunday, Sunday, SUNDAY!

Hit the jump to see an example of the new commercials.

[Source: Bloomberg]



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    • 1 Second Ago
  • 71 Comments
      • 5 Years Ago
      Oh, so Chrysler MUST adulate its dealers instead reinforce its brand... gooood, so they rather Chrysler keep worse just to please its personal preferences of cheap ads...

      Forget, if I know Fiat, its a point of no return, as in the latest ads, Chrysler and the other division now will speak the world /european/ language, as Ford, Opel, Renault, Honda...

      Good for Chrysler...
      • 5 Years Ago
      I do want to go to and purchase a new clock that I've been putting off now...
      • 5 Years Ago
      The issue is by just selling the product ("sunday, Sunday, SUNDAY!") results in you basically becoming a used car dealership. You will only get bargain hunters and not people looking for some sort of aspirational purchase.

      It does have to be a dual strategy.
      • 5 Years Ago
      Showing people how awful their products are isn't going to make them go to their dealers.
      • 5 Years Ago
      This commercial works for me.

      I am currently in the market for a crossover so tried to watch it as test audience. It definitely attracted me to the brand....only to discover they have no competitive product whatsoever. Everything they sell is so 2001.
      • 5 Years Ago
      Last night I did see a new commerical for jeep.. it advertised the wrangler. It had a bunch of girls driving them with the top down saying how much they loved their wrangler..then @ the end.. they said the I live. I ride etc. but the tagline is oK i guess but glad to see commericals back on TV
      • 5 Years Ago
      The Wrangler ad where the girls who had hair done after 2 month appointment want to drive top down and get the hair undone is just awful, only demo. who would like that ad are the crazies...
      • 5 Years Ago
      If they wanted to sell me a jeep, they should just make a video of beautiful new loaded wranglers motoring through some of the coolest forests, jungles, mountains, and scenery.

      That simple spot would get people itching ...
        • 5 Years Ago
        How about this for advertising, build one of those obstacle courses next to a football stadium and let people try out Wrangler on it. Now is a great time to promote 4x4's.

        Do the same next to large universities, such as MIT,NYU,Stanford, and make sure as many students as possible try it out. Many of these students will graduate in few months and will land great jobs, guess what they'll want to buy?
        • 5 Years Ago
        No. If they want ME to buy a jeep, they'll have to outsource production to Toyota, Nissan, or Ford
      • 5 Years Ago
      I really don't blame the Chrysler dealers. The current commercials from the Pentastar are horrible, especially the Ram brand and the Dodge Journey (uggghhh). They look cheesy and pathetic. The announcer is reading a script made by a 14 year old and graphics made by an 18 year old. They are so sad. The Ram commercial is worse. It looks like an 8th grader's PowerPoint presentation. I'm trying to figure out how much money Chrysler poured into this, because like the comments above, it is equal to what's in the tank.
      • 5 Years Ago
      Horrible commercial, but true to the Chrysler brand right now, worthless.
      • 5 Years Ago
      You know that "My tank is full" line, along with the entirety of that Ram commercial, is a take-off on self-help tapes ("I AM good enough!!!") from years ago. I think the narrator is the same guy that made some of those tapes?!? Regardless, even realizing that, the "My tank is full" line is too stupid, too wrong, and too abstract. They need to ditch it ASAP.

      Then there is the Jeep "I live, I ride"... W T H ??? NOBODY "rides" a Jeep, Jeeps are DRIVEN, you ride motorcycles and whatnot. Epic clueless, epic FAIL. Hire me to do your next ad campaign Chrysler, I've never been in the biz but I CERTAINLY couldn't do any worse. And the pay is awesome, right?
      • 5 Years Ago
      I want to know why there is blood on the shovel.
        • 5 Years Ago
        I noticed the bloody shovel too!

        It's by far the most interesting part of the commercial and I demand to hear the back-story. You can't just throw a bloody shovel in there and not explain yourself.
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