"The 200 sets the benchmark, for us, on how we plan to develop cars going forward." – Marissa Hunter

Is the 2015 Chrysler 200 the most important new product for Fiat Chrysler Automobiles? While it is certainly debatable, we'd be strongly inclined to say "yes." As the first competent midsize sedan that Chrysler has released in the better part of two decades, the new 200 is absolutely crucial to achieving the brand's goal of becoming FCA's "mainstream" manufacturer.

Of course, we already know how the 200 drives. Jonathan Ramsey delivered an early taste, while Steven Ewing amassed over 1,500 miles on a 200S AWD during a two-week stint with the sleek sedan, with the former complimenting the new car's fit and finish and the latter calling it an "infinitely better product." And indeed, you, the customer, have already voiced early support for the sleek four-door, with over 17,000 orders during its first two days on sale.

This has all happened before the 200 has really even graced our TVs or Facebook feeds in any significant way. But considering this early success, you can imagine the degree of pressure on the advertising team to come up with a campaign that will help the 200's ever-increasing momentum.

We sat down with Chrysler Group's global director of brand advertising, Marissa Hunter, to find out just what went into the 200's initial advertising blitz, known as Born Makers.
Chrysler 200 Interior
2015 Chrysler 2002015 Chrysler 200

That name was the first thing that caused us issue. What is a "born maker?"

"The focus isn't really about just dreaming up big ideas, but it's about having the ingenuity, the commitment, the energy and the passion to make them happen." Hunter told Autoblog in a phone interview. "It's the idea that from a craftsmanship perspective, you dig a little deeper and work a littler harder and build something that's more beautiful, more innovative and more stylish."

"The focus isn't really about just dreaming up big ideas, but it's about having the ingenuity, the commitment, the energy and the passion to make them happen."

"Innovative and stylish" aren't really adjectives associated with the last 200 (and its Sebring antecedent), of course. The old 200/Sebring were arguably some of the worst cars in the midsize sedan class, and remain regular fixtures on the lots of local Hertz or Enterprise offices. Turning that reputation around will be far more important to bringing in customers than talking about advanced tech or new powertrains, a fact that Hunter seems to recognize.

"They are what they are, and you just have to do what you think is right to build the right car, for the consumer, for the marketplace today and in the future," Hunter told Autoblog. "The place where we are going to build the car has been rebuilt from the ground up, so that we could then rebuild the car from the ground up," Hunter said. "The 200 sets the benchmark, for us, on how we plan to develop cars going forward."

Certainly, part of repairing the 200s reputation involves showing the new vehicles off in the coming ad campaign. The two spots, a 60-second ad and a 30-second ad, show off the car in what is arguably its best shade – white. Backed by the gravely vocals of Kevin Yon, from the Born of Fire Super Bowl ad, and with a Detroit-based singer belting out Bob Dylan's Things Have Changed, there are no shortage of parallels between this and the breakout Eminem ad from a few years back.

"There are some similarities to that work, intentionally so," Hunter said. "There are some pieces of it that feel a bit more evolved. The images that are being used are perhaps a bit more optimistic."

Have a look at the 60-second spot in the video below, and let us know what you think of Chrysler's efforts. Does this live up to the trends set by past Chrysler campaigns? What would you have done differently? Sound off, in the Comments.

Show full PR text
Chrysler Brand Debuts "Born Makers" Advertising Campaign Launchingthe All-New 2015 Chrysler 200 on Saturday, June 7

• On-air campaign launches on Saturday, June 7, with :60-second and :30-second spots
• "Born Makers" features remixed version of "Things Have Changed" with vocals by Detroit singer/artist MoZella; Narrated by Kevin Yon (voice of Chrysler brand's "Born of Fire" campaign)
• Campaign includes Hispanic, in-theater, print, digital, social and out of home/transit extensions
• As of official auto sponsor of "24: Live Another Day," the All-New Chrysler 200 will be featured throughout season, with fully-integrated episode on Monday, June 9, on FOX.
• The Chrysler brand will proudly display the all-new 2015 Chrysler 200 on the front of the Chrysler Group Headquarters in Auburn Hills in June
• All-new 2015 Chrysler to start at $$21,700 MSRP (excludes tax, title. license and destination)



June 6, 2014, Auburn Hills, Mich. - The Chrysler brand will debut its "Born Makers" marketing and advertising campaign today to mark the launch of the all-new 2015 Chrysler 200. The on-air campaign will launch in the U.S. on Saturday, June 7, with a :60-second and a :30-second commercial running across national broadcast and cable television. 'Born Makers" includes Hispanic, in-theater, print, digital, social and out of home/transit extensions. The All-New 2015 Chrysler 200 is available in dealerships now. The commercials can be viewed at www.youtube.com/chrysler.

The "Born Makers" commercials is narrated by Kevin Yon (the voice behind the Chrysler brand's "Born of Fire" commercial that debuted during Super Bowl XLV) and features Detroit born artist/singer MoZella performing the vocals behind Bob Dylan's "Things Have Changed" track.

The commercial's visuals include footage of Chrysler Group's Sterling Heights (Mich.) Assembly Plant (SHAP), and its employees. The All-New 2015 Chrysler 200 is designed, engineered and built with pride in Michigan. With a major investment of more than $1 billion, Chrysler Group's Sterling Heights (Mich.) Assembly Plant (SHAP), once slated for closure, sports an all-new paint shop using leading-edge technology, a new, fully robotic body shop and an upgraded assembly area, setting the stage for the world-class craftsmanship found in the all-new 200. The commercial ends with the "America's Import" tagline.

Script (:60-second spot):
What's a Born Maker made from?
From callused hands...
strong backs...
from the shoulders of giants.
From small steps.
And giant leaps.
Big ideas.
And sharp minds.
From steel resolve.
From blood, sweat...and gears.
All the things that make a Born Maker...made this.
A car with swagger.
Intelligence.
Soul.
A car that proves a well-made sedan doesn't have to cross an ocean to be
worthy of American driveways.
We are Born Makers.
We made this.
The All-New Chrysler 200.

In addition to Hispanic, in-theater, print, digital, and social tactics, the marketing campaign also includes the Chrysler brand as the exclusive auto partner of "24: Live Another Day" on FOX television. The "24"collaboration will include an in-show integration on Monday, June 9; media exclusivity in key episodes; and season-long placement of the All-New 2015 Chrysler 200; as well as customized digital content and experiences; social media activations; and co-branded marketing.

The Chrysler brand will display the All-New 2015 Chrysler 200 on the front of the Chrysler Group Headquarters in Auburn Hills this month (June).

The Chrysler brand's "Born Makers" was created in partnership with Dallas-based The Richards Group.

About the Chrysler 200
The All-New 2015 Chrysler 200 debuts the new "face of Chrysler." The grille and headlamps are integrated for the first time, and the updated Chrysler badge has an emphasis on the wing, which is more defined. The available full-LED daytime running lamps (DRL), LED fog lamps and standard LED tail lamps give the All-New Chrysler 200 a distinctive, recognizable look coming and going.

The 2015 Chrysler 200 debuts a beautiful exterior design featuring the new "face" of the Chrysler brand – a thoughtful, exquisitely crafted interior and an exceptional driving experience, complements of a segment-first nine-speed automatic transmission and an Alfa Romeo-based chassis. The All-New Chrysler 200 provides the choice of two world-class engines, an innovative all-wheel-drive system, available sport mode and paddle shifters for an engaged driving experience, and an EPA estimated highway fuel economy of 36 miles per gallon (mpg) with a 2.4L engine.

The All-New 2015 Chrysler 200 offers the most available safety features in the mid-size sedan segment, and state-of-the-art, easy-to-use technology that keeps drivers and passengers connected, With a starting U.S. Manufacturer's Suggested Retail Price (MSRP) of just $21,700 (excluding $995 destination and tax, title and license).

About Chrysler Brand
The Chrysler brand has delighted customers with distinctive designs, craftsmanship, intuitive innovation and technology all at an extraordinary value since the company was founded in 1926.

Whether it is the groundbreaking, bold design of the Chrysler 300, the simple elegance and extraordinary driving experience of the All-New 2015 Chrysler 200, or the family room on wheels functionality of the Chrysler Town & Country, Chrysler brand vehicles reward the passion, creativity and sense of accomplishment of its owners. Beyond just exceptionally designed vehicles, the Chrysler brand has incorporated thoughtful features into all of its products, such as the innovative center console with pass through storage and sliding cup holders in the 2015 Chrysler 200, the industry-exclusive Stow 'n Go® seating and storage system on the Chrysler Town & Country, and the fuel-saving Fuel Saver Technology in the Chrysler 300.

The Chrysler brand's succession of innovative product introductions continues to solidify the brand's standing as the leader in design, engineering and value. The premium for the Chrysler brand is in the product, not the price.


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    • 1 Second Ago
  • 44 Comments
      Zaki
      • 6 Months Ago
      This car is handsome??? From which angle?
      EvilTollMan
      • 6 Months Ago
      They will sell the s**t out of this car.
      S40Powered
      • 6 Months Ago
      Great ad for this handsome car.
      Colin
      • 6 Months Ago
      Looks like a very handsome car. If it drives decently and it is economical, how can it fail?
        Larry Litmanen
        • 6 Months Ago
        @Colin
        That's what they said bout Dart.
          CJ_313
          • 6 Months Ago
          @Larry Litmanen
          hokkaido76 is "almost" correct about the Dart's year-to-date sales numbers. According to MT's monthly sales chart, the VW Golf is currently dead last in sales within the compact segment by a large margin, followed by the Dodge Dart.
          Aaron N
          • 6 Months Ago
          @Larry Litmanen
          And yet, the Dart has been selling like hotcakes. SeaUrine, shut up and go away.
          Krayzie
          • 6 Months Ago
          @Larry Litmanen
          who in God's name said the Dart was handsome?
          hokkaido76
          • 6 Months Ago
          @Larry Litmanen
          @ Aaron N: AutoGuide says otherwise, shill......... "This year things are worse. Currently, the Dart trails both of those cars, putting it dead last in sales for the compact car segment." http://www.autoguide.com/manufacturer/dodge/2014-dodge-dart-second-opinion-3952.html
          CJ_313
          • 6 Months Ago
          @Larry Litmanen
          @ Tariff The Imports: The Dodge Dart is hardly a "bottom feeder" within its class, although it has not sold in especially strong numbers since it debuted. The VW Gulf, Subaru Impreza, Kia Forte, Mazda3, and likely the Mitsubishi Lancer (although Mitsubishi does not release sales figures) all typically sell in lower numbers (some in "much" lower numbers) than Dart according to MT's monthly sales chart. Also, the Dart sells in very high retail numbers (for the time being), whereas most of the big players in the compact segment (Corolla, Cruze, Focus) have a high fleet/commercial presence by comparison. The Dart may be a disappointment, but it hasn't been a failure.
          Tariff The Imports
          • 6 Months Ago
          @Larry Litmanen
          @ Aaron N You're comment could not be any more work. The Dart is not selling like hot cakes. Since its return the Dart gas always been a bottom feeder in sales. Maybe do some research before you spew BS and tell people to shut up. It might help you not look the fool.
      187fl
      • 6 Months Ago
      Although this car is better in every way compared to its predecessor, it just does not do it for me. Looks like a 8th gen civic which isnt a bad thing but for a premium brand it shouldn't. The fact that its based on a front wheel drive chassis doesn't help either.
        CJ_313
        • 6 Months Ago
        @187fl
        The 200 isn't supposed to be a premium vehicle, and Chrysler isn't a premium brand.
        r_dezi
        • 6 Months Ago
        @187fl
        You are very misinformed 187f1. The 300c and the Grand Cherokeeis are premium brands, the cost of this Chrysler 200 starts in the low 20s.
          Tariff The Imports
          • 6 Months Ago
          @r_dezi
          @ billfrombuckhead In what way is a model a brand? Please explain.
          Tariff The Imports
          • 6 Months Ago
          @r_dezi
          Seems you're the one who is very misinformed. Neither the 300C and GC are brands. Both are models.
          r_dezi
          • 6 Months Ago
          @r_dezi
          oh, pardon me sir !
      CruzControl
      • 6 Months Ago
      What debate? The 200 is make or break for Chrysler as a brand. What other all new product has Chrysler released since the bailout? This has to be a home-run for the brands overall moral.
        Aaron N
        • 6 Months Ago
        @CruzControl
        The Challenger and the Ram brand have been quite the home runs after the bailout.
          carguy1701
          • 6 Months Ago
          @Aaron N
          Aaron, if you're referring to the previous generations of the Ram and Challenger, than yes, I'll agree in the case of the Ram. The Challenger is a bit harder to quantify, seeing as prior to 2008, it had last been used in 1983 on a captive import (though that car was FR as well), plus the current car hasn't received a full model change (there was a minor refresh in 2011, and the 2015 one is slightly more involved, but its still the same platform as the 2008 model).
          carguy1701
          • 6 Months Ago
          @Aaron N
          Has it? Last numbers I saw placed the Challenger in 3rd place in its segment. >asks for charts regarding the Dart >posts none for the Challenger Pot, the kettle is on the phone for you. Something about you being black. >we're not talking about sales Than what ARE we talking about? Positive press? That one isn't going to sell cars and pay the bills.
          carguy1701
          • 6 Months Ago
          @Aaron N
          False. In terms of positive press, yes, the Ram has been a home run. However, it is still in 3rd in the pickup sales race. As for the Challenger, the Hellcat has been getting a lot of press, but it's not even available for purchase yet, and when it does become available, I wouldn't be surprised to see high dealer markups on them (which is currently happening to the Viper). The 200 is in the bread-and-butter mid-size sedan segment. That's where money is made (in the mainstream passenger car market, anyway).
          JeepinBen
          • 6 Months Ago
          @Aaron N
          Ram outsold Chevy earlier this year for a month and won back-to-back Truck of the Year awards. The Cherokee has been selling like crazy too. Chrysler's doing alright, but they do need this to be a hit as well.
          • 6 Months Ago
          @Aaron N
          [blocked]
          carguy1701
          • 6 Months Ago
          @Aaron N
          Did you not see the link I posted? The Ram is nice, but it isn't beating the F-series in sales (and it outsold the Silverado for all of ONE month). As for the Challenger, its likable, but it isn't beating the Camaro or the Mustang in sales.
          Aaron N
          • 6 Months Ago
          @Aaron N
          And we're not talking about sales, you retard. We're talking about home runs for CHRYSLER. The Challenger has been selling like hot cakes, considering how they a dime-a-dozen like the Mustang and Camaros have been. It's been a huge success for them and is one of the reasons why Chrysler came out of their funk so damn fast compared to GM.
          carguy1701
          • 6 Months Ago
          @Aaron N
          For a month, yes. The Ram is back to 3rd place. http://truckyeah.jalopnik.com/americans-bought-905-165-pickups-in-2014-so-far-1-3-of-1585722430
          Tariff The Imports
          • 6 Months Ago
          @Aaron N
          I'm beginning to think Aaron N bumped his head. Does he actually believe his drivel?
          Tariff The Imports
          • 6 Months Ago
          @Aaron N
          You say you're not talking about sales. But then in that same post, 2 sentences later, you say the Challenger is selling like hot cakes, which it is not. Seriously, make up your mind. You are all over the map. And stop spewing incorrect info. It doesn't help your cause.
      Jasonn
      • 6 Months Ago
      I am not a chrysler fan at all. I don't trust their product. But I will admit the 200 is a good looking car on print. But after seeing a few at the dealership next door, I am not as impressed. The new 200 is one of the few cars that looks better in print than it does in real life. But that is just my opinion.
        CJ_313
        • 6 Months Ago
        @Jasonn
        They look great in person to me, I've seen a handful on the road so far. Not sure how the "stripper" 200's look (I'd imagine they don't look that great with hubcaps), but the "S" & "C" trims look great, almost like they're more expensive than they really are.
      billfrombuckhead
      • 6 Months Ago
      The Alfa Romeo Guilia that wasn't, quite happy to have it as a Chrysler
      Justin B.
      • 6 Months Ago
      The local dealer just got the new 200 in and it is stunning in person! It just oozes quality and reminded me of an Audi.
      express2day
      • 6 Months Ago
      The new 200 looks promising for Chrysler, especially once the 2014 200s and Dodge Avengers with their deep discounts are gone. Hopefully shoppers won't walk if they don't see similar HUGE incentives on the 2015s. Although sometimes necessary in the marketplace, one risk of going really big on incentives is that buyers may continue to expect them.
      fury413
      • 6 Months Ago
      More sales does not mean a better product. There are too many uneducated auto buyers out there that just buy a car because it gets great MPG but they do not understand the engineering behind the sheetmetal, cough, tin foil, cough, cough. Anyway if all the haters would do some research they would find some scary results of what their favorite auto brand has done to engineer their product. I hope this new Chrysler 200 does well. And yes I am a Chrysler brand owner thru & thru. I have owned/own a 1966 Plymouth Sport Fury, 1970 Dodge Dart Custom, 2001 Chrysler 300M, 2013 Chrysler 300m and 2011 Jeep Grand Cherokee. Love them all.
      bombdefuzerjeff
      • 6 Months Ago
      Wouldn't this be an awesome car with RWD and I-4 turbo? I know it is more expensive, but there has to be a market for a cheap RWD sedan.
        Avinash Machado
        • 6 Months Ago
        @bombdefuzerjeff
        There might be a RWD Avenger in the near future.
        Scooter
        • 6 Months Ago
        @bombdefuzerjeff
        Lol
        Joey Franklin
        • 6 Months Ago
        @bombdefuzerjeff
        I got my base ATS 2.0T for like 31k after incentives, only things it really needs are a LSD and a folding rear seat. The fixed back seat makes it very impractical, i didn't even think to check before i got it. I would also prefer cloth seats, HID's, and no sunroof so getting a GTI since thats the only car i can find equipped that way.
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