The 2001 Chrysler PT Cruiser is making an early appearance in Chrysler brand advertising. It is included in the new spot for the 2000 Chrysler cars and minivans.
DaimlerChrysler began breaking new TV spots over the weekend for its Chrysler, Plymouth and Jeep brands, all work from Bozell Worldwide of Southfield, Mich.
The Chrysler brand is using silver cars in the ads, rather than the previous gold.
The 2001 PT Cruiser is due in showrooms in May, but marketing efforts have begun, so it was natural to include it in the 2000 model year advertising, said Jay Kuhnie, director of Chrysler-Plymouth communications.
'The PT Cruiser broadens the image of the Chrysler brand,' he said. The advertising budget was not disclosed.
Chrysler brand advertising takes several new twists for 2000, such as using silver cars.
'Using silver is a way of signaling the expanding and evolving Chrysler brand image,' Kuhnie said. 'The brand is moving from a more traditional to a contemporary image.'
In addition, the Chrysler vehicles are in motion in the 2000 brand spot, rather than static, which is another way of conveying a passionate driving experience, he said.
In another departure from the past, advertising for individual Chrysler models now uses humor. In one spot for the 2000 Chrysler Concorde called the 'Sprinkler,' an unruly lawn sprinkler drenches a homeowner and a delivery man and shoots water into an open window but respectfully stops as it comes to the Concorde in the driveway.
Using humor will give the Chrysler brand vehicles more personality, Kuhnie said.
The Chrysler brand will have 13 TV spots. Print ads will include a 16-page insert in Architectural Digest, Bon Appetit, Newsweek, Style, Time and USA Today.
Chrysler will continue the tag line 'Engineered to be Great Cars,' emphasizing expressive design, interior refinements and a passion for driving, Kuhnie said.
Jeep will run nine new TV spots, led by 'Hand,' which also debuted Saturday, Sept. 11, on ABC college football. The spot shows the Jeep Wrangler's capabilities without voice-over, as did Jeep's earlier award-winning 'Snow' spot, which showed a vehicle burrowing under snow.
The tag line 'Jeep, There's Only One' continues. Several recent ads will still run.
Plymouth TV spots will break Wednesday, Sept. 15, regionally, stressing price and standard features.
'Climber' emphasizes the active lifestyle of Plymouth owners, showing a woman rock climber who is a Neon owner. Other ads stressing value are set on Wall Street.
Dave Guilford, reporter for Advertising Age, contributed to this report