NEW YORK -- If there's one thing Chrysler Group and its Chief Marketing Officer, Olivier Francois, are known for, it's big marketing moves.
That's just what the company was again aiming for during Sunday night's "American Music Awards," when it linked five of its auto brands to A-List recording artists in spots that co-promoted both the vehicles and Interscope singles.
Chrysler not only ran in the broadcast four 30-second videos custom-made for the awards show, but managed to get one of its vehicles -- a 1965 Chrysler 300 low-rider -- onstage during Fergie's performance of "L.A. Love." It capped everything off with a 60-second spot in which Interscope thanked the automaker for the collaboration.
The ads, with the theme "Let's Keep Driving Music," were cut from music videos with vehicles in cameo roles. Fergie was paired with the Chrysler 200; Eminem's "Guts Over Fear" was allied with the Dodge Charger SRT Hellcat; Jeep's Wrangler Rubicon was coupled with Imagine Dragons' "I Bet My Life," and Phillip Phillips' "Unpack Your Heart" was matched with the Dodge Ram 1500.
The 60-second spot was an amalgam of some of artists with a dash of Gwen Stefani's "Spark the Fire" and the Fiat 500L mixed in, and "signed" by Interscope. The message to Chrysler: "You drive the world and let our artists sit shotgun."
Francois in an interview characterized the push as a "one-off" for the broadcast.