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  • Mar 30th 2012 at 11:25AM
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Chrysler today is launching a continuation of its Halftime In America ad effort for the Ram pickup, Chrysler 300, Dodge Challenger and Jeep Wrangler.

The new ads do not feature Clint Eastwood, as the February Super Bowl ad did.

The Ram ad, titled "Tommy and The Ram," is a vignette that depicts a wife's admiration for her husband's hard work and determination to provide for his family in any economic environment. There is a great line in this ad as he drives his Ram to a job site: "Where there's a truck, there's a job." The idea here is that as long as he has a reliable truck, he always has a chance to earn.

The ad for the Chrysler 300 is told through a father talking about his pride in his son making his own way in life, while the Wrangler spot is told through the story of a young daughter adapting to a new life and new city with her family.

The ads will be breaking during the NCAA Men's basketball semi-finals, NHL games, NASCAR, Mad Men and the American Country Music Awards.

Watch all four ads below.
The series of ads is a much stronger follow to this year's Super Bowl ad than the ads that followed last year's Super Bowl ad featuring Eminem.

The story-telling ads, created by Portland, Ore.-based Wieden & Kennedy, may strike some as schmaltzy. But some of the best, most memorable ads in history have drawn on schmaltz.

But in our opinion, these TV spots are among the best "story-telling" ads we have seen in the car category in years. There are an awful lot of women, in particular, who will identify with ads like the Ram ad. What we like in the depiction is that it's clear that this husband and wife are a team, and that they each value what the other does a great deal to hold house and home together in the face of hard economic times.

It remains to be seen if the ads' messages of independence and self reliance get politicized as the Super Bowl ad was, with Republican pundits complaining it was an ad meant to favor President Obama.

Ironically, the messages in these ads, which Chrysler is calling its "Second Half" campaign, about self reliance and determination (we hear in the Ram ad that our hero refused financial help from his father-in-law) is probably thematically closer to campaign-year Republican rhetoric than Democratic.

Watch all four ads below and let us know what you think of them in the comments.

Show full PR text

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, www.youtube.com/chrysler.

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.

Olivier Francois
Chief Marketing Officer, Chrysler Group LLC

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    • 1 Second Ago
      • 3 Years Ago
      These are some very nice commercials. Very distinctively American in their spirit, much like the cars they make. To all you naysayers, please keep quiet. Chrysler is an American company, located just two miles from me in Auburn Hills, MI. Most of my neighbors work for Chrysler - engineers, accountants, even executives. People must understand that the point assembly is merely the construction of it, but the design, engineering, marketing is done right here, in Michigan. Those are high quality jobs that provide far higher incomes than those working on an assembly lines, whether it is in Canada, Mexico, or even right here in Detroit. So please value it, and don't denounce it the second you see the place of assembly.
      • 3 Years Ago
      I really like all of the Chrysler Half Time in America ads. What I like about them most is that they actually acknowledge the difficult times that we are in as a nation as well as our progress so far navigating through these difficult times. While these ads do promote Chrysler's products to some degree, the promotion is not over-bearing. In fact, I feel that the message that Chrysler cares about the state of our country and its people is the overriding theme of all of the ads and the vehicle promotion is almost the afterthought. I think that these ads will be VERY successful for Chrysler- they give people the much-needed sense of hope in the future that is so hard to come by these days and so needed by so many.
        • 3 Years Ago
        I agree with your assessment of the ads, that "... the message that Chrysler cares about the state of our country and its people is the overriding theme." The ads are about what is right with America - about support from our families, about resoucefullness in bad economic times, about pulling together. Although I think the message is good, I don't know how successful it will be in selling cars. To me, the most important goal for Chrysler is to make cars that people want to buy. They have a few - the Chrysler 300, the Dodge Charger and Challenger, some of the Jeeps, and the trucks. I think the new products that are being developed with FIAT, especially the Dart, look interesting, and CEO Marchionne seems to be committed to improving quality. Good luck, Chrysler. P S I own a 1955 Chrysler Windsor convertible that I bought 12 years ago. It's a lot of fun. .
      • 3 Years Ago
      I'm going to go so far as to say "Best Commercials" in a very long time. Beautifully filmed, they all hit on what it is to be human, and have feelings and fears. Each has their own distinctive feel and message. Whats interesting is what the commercials dont say yet manage to convey. I saw the 60 Minutes with Sergio Marchionne they other day and I have to say I applaud the man. I've seen the latest products from Chrysler and I believe they are getting better. Whether these commercials are simply marketing tools or a sad pander to our emotions as some have said, I like the commercials they are distinctly American and all I can say is keep up the good work!
      • 3 Years Ago
      Love the pick up truck and Challenger. But the messages at the end on each of them are great. U.S. freak'n A! Baby!
      • 3 Years Ago
      Great commercials.
      Danny Eckel
      • 3 Years Ago
      So nostalgic
      • 3 Years Ago
      These are some of the best serious advertisements I have seen. There are have been a lot of funny ads the last few years but it's nice to see someone do serious advertisements well.
      • 3 Years Ago
      Nice ads. I hope Ford and GM advertisers watch them and spruce up their own.
      • 3 Years Ago
      Great, strong series of commercials. Just wish they didn't try to push the damaging "times are tough and money is tight, so you should buy a brand new car" mentality, but they gotta sell their product somehow right?
      • 3 Years Ago
      I liked the Challenger one myself. I like the car, but I also like the story as well. Over all, there is something about the ad that hits home for me.
      Kyle Rohde
      • 3 Years Ago
      They are nicely executed spots for sure, but I think their intent is far too esoteric to resonate with the general public and convince somebody to buy a car. Chrysler's gotten a bit full of themselves because a lot of people liked their "wave the flag high & proud to hide the fact that we're now Italian-owned" Super Bowl spot, so they're continuing the same theme. Guess these are more likeable than showing someone being lazy, doing inferior work then being gifted away to a foreign company to take over.
        Aaron Schwarz
        • 3 Years Ago
        @Kyle Rohde
        Wasting foreign oil in an inefficient vehicle is not patriotic. While their ad's are an interesting take on presenting the virtues of perseverance and fortitude, the strike cold in direct contrast with the irrefutable reality that fuel wasting vehicles are the leading cause of Americas exportation of hundreds of billions of dollars every year to import oil from foreign countries, many countries that hate the United States like those in South America and those from OPEC that supply large portions of our oil imports. I did not downrank your comment because I believe you made a good point.
      • 3 Years Ago
        • 3 Years Ago
        ow eloquent. Who's the redneck here? For the record, I'm not a Chrysler fan, just a casual fan of the American car industry in general. Best wishes on those adult literacy courses.
        • 3 Years Ago
        Lol you're a DB
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