Is Chrysler's Detroit-Centric Ad Program Going to Work?

Automotive

Is Chrysler's Detroit-Centric Ad Program Going to Work?

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Following the good reviews on Eminem's epic Superbowl ad, Chrysler is on an advertising spending spree, capitalizing on the power of stars to convince buyers to purchase their products. Another personality taken in by Chrysler is native Detroiter and fashion designer John Varvatos. This is a follow-up to the Imported from Detroit TV ad series started by the Eminem Superbowl placement. According to the ad, the combination of rock and roll culture and the heavy industry inspired Varvatos to make Motor City his muse.

For this particular ad, Chrysler featured the Chrysler 300. Most people would say that when the ads are gone, the Chrysler 300 is a piece of trash, but you cannot deny that it looked very sexy in the video above.

Then there's also the Grammy-winning artist Lenny Kravitz, who featured for the Imported from Detroit ad for the Jeep. Kravitz is a long-time Jeep driver himself, so he would be in a good position to endorse the model. Sadly (or maybe not), most folks these days do not want to waste lots of precious gasoline on gas guzzlers like the jeep. Maybe some mad and rich kids who want to look "cool" would buy it. Not the ordinary person, though.

This Imported from Detroit ad program looks fantastic, no doubt. There's so much attitude and character in these advertisements. However, in the process, the company may be alienating a lot of people who live far from Detroit. The company has been pushing an ad program targeted to the middle-class with units that are not exactly for the budget-conscious middle class. Is it a mismatch? Probably.

When the first ad from Eminem came out, it looked novel alright, but too many celebrities and news on Detroit is not going to cut it. Chrysler should instead focus on improving its products, making them more efficient, and turning their products into more viable options instead of paying a lot of money on celebrity endorsements. Celebrities are stunning and all that, but at the end of the day, consumers will look at the merits of their units. Cars are something that you don't buy on impulse anyway.

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Tags: • cars • consumers • industry • advertising • chrysler • superbowl • detroit • celebrity endorsements • budget conscious • rock and roll •

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