By on September 2, 2009

Omnicom Group Inc.’s BBDO is Chrysler’s ad agency.  At least for now. The Wall Street Journal reports the ailing automaker “has grown dissatisfied with the agency’s creative output.” The semi-nationalized automaker’s looking elsewhere for someone who wants to take on the sisyphean task of convincing Americans they need to buy cars from a bankrupt automaker with stale inventory that’s owned by another automaker with the one of the worst reliability ratings on the globe. Of course, marketing being what it is, all that’s needed is a catchy slogan akin to Toyota’s “What a feeling,” VW’s “Think small,” or Chevy’s “Like a rock,” right? That’s where you come in. What slogan or catch phrase would convince you to buy a Chrysler product? “Most smartly different?” Or what?

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43 Comments on “Ask the Best and Brightest: NewChrysler’s New Ad Slogan?...”


  • avatar
    KatiePuckrik

    Toyota’s best ever slogan (don’t know whether it was used in he US) was “The car in front is a Toyota”, though I do like “It’s time to move forward”. “What a feeling!” is a little lame. It kind of denotes that Toyota’s make you feel alive…..(insert your own joke here). It would have been a good tagline if someone like Mazda used it.

    I really think Ford should use (and it’s my copyright!) “Go Forward, Go Ford”.

    As for NewChrysler, how about “New Chrysler, know cars”. Or something a little more sarky “NewChrysler: The Soparanos aren’t the only thing Italian-American”.

    One more “New Chrysler: When there’s no more room in the market, the dead will ask for a bailout”.

  • avatar
    twotone

    “Same as the old Chrysler, only different”.

    Twotone

  • avatar
    midelectric

    “Give us another try, again”

  • avatar
    rpiotr01

    “When the zombies come you’ll wish you had a Wrangler Rubicon.”

  • avatar
    GS650G

    Buy from us or we’ll ask for another bailout.

    That should do the trick.

  • avatar
    davejay

    “Everything Old Is New Again”

    that, or “Won’t Get Fooled Again” (with The Who on board for the ads)

  • avatar
    Lokkii

    Not Dead Yet! (Again)!

  • avatar
    panzerfaust

    Insert your Skoda joke here..

  • avatar
    texlovera

    “Same as it Ever Was”. They could get even David Byrne for a pitchman!

    “And you may find yourself, driving in a brand new Chrysler.

    And you may ask yourself, My God, what have I done…”

  • avatar
    dastanley

    “Take a Chance! Buy a Chrysler”

    (Iaccoca) “If you find a better car, buy it!”

    “Life’s too short to be bored, buy a Chrysler”, with action shots of Challengers, Chargers, etc. burning rubber and racing around.

    “Never a dull moment in a Chrysler”, which could apply when it breaks down in the middle of the desert.

    “You never fit in – and you don’t care” as scenes show an eccentric academic type in glasses, suit, and bow tie leaving the campus faculty office through a parking lot full of Prius’ and small PC cars getting into his decked out Challenger and peeling out, etc.

  • avatar
    carve

    Anyone been to Thailand? How about “same same, but different”

  • avatar
    geeber

    Since retro is big in Detroit, how about “Suddenly, it’s 1960″?

    At least Chrysler wasn’t bankrupt in 1960…

  • avatar
    jpcavanaugh

    Like Katie, I have a great idea for Ford – in the closing 5 seconds of each commercial, Bill Ford (with all of the Ford Family standing in the background” says “Our Family’s business is working hard to earn Your Family’s business.”

    But Chrysler? This is hard. I’m not sure they have ever had a good, consistent slogan. Cheap shots are easy:

    “Extra care in engineering makes a difference. But buy one of our cars anyway.”

    “Suddenly it’s 1980.”
    or
    “The 15 Billion Dollar Look”

    But a serious campaign is a problem. Quality? Appealing product? An American institution with jobs for Americans? Each would be a good focal point, except that Chrysler has no product to back up any of these points. To do so would be just like GM telling us that it was not our Father’s Oldsmobile, when it really was.

    The company needs to figure out why it is in business. Then tell us.

  • avatar
    oldowl

    Ciao!

  • avatar
    Andy D

    Hey,wasser matter you? You no likeda new Chrysler?

  • avatar
    RetardedSparks

    The company needs to figure out why it is in business. Then tell us.

    Bingo!

  • avatar
    fincar1

    “Chiuda abbastanza per il lavoro di governo”

    “Close enough for government work”

  • avatar
    ClutchCarGo

    Why not recycle “Buy a car, get a check!”? That’s what it’s going to take to move Chryslers anyhow.

  • avatar
    njoneer

    “Cheap Jeeps”

  • avatar
    kurkosdr

    rpiotr01, panzerfaust, texlovera : You guys just made my afternoon

    GS650G : Maybe they don’t need to remind the public of the obvious.
    Chrysler went bankrupt in the 70s, and lost half of his assets and market share. Government bailout! Then, it went bust again this year, losing half of his assets and market share. Governemnt bailout! Some years from now, Chrysler …

    The problem is that, according to maths, this is a y=1/x equation, which means Chrysler will keep losing market share and assets, but never actually hit zero. There will always be a tiny amount of market share to be cut in half. Which also means government bailouts will keep going on forever.

  • avatar
    texlovera

    @kurkosdr-

    Excellent analysis, which leads to another possible slogan:

    Chrysler! We put the “ass” in asymptote!

  • avatar
    Steven Lang

    “You never fit in – and you don’t care” as scenes show an eccentric academic type in glasses, suit, and bow tie leaving the campus faculty office through a parking lot full of Prius’ and small PC cars getting into his decked out Challenger and peeling out, etc.

    Make it more of a contemporary fellow dealing with snarky ‘holier than thous’ before getting into his Challenger or Wrangler…

    That would really work.

  • avatar
    colin42

    What slogan or catch phrase would convince you to buy a Chrysler product?

    “Chrysler – 80% off MSRP”

  • avatar
    another_pleb

    “That’s a nice Hyundai you’ve got there. It would be a terrible shame if something untoward were to happen to it.”

    My favourite car ad of all time has to be the “Everything we do is driven by you” from Ford in the early 90s. I wish they could bring that back.

  • avatar
    Runfromcheney

    I think the slogan they used to use, “Engineered Beautifully”, was an excellent slogan – except it was being used to push Sebrings. It would have been an awesome marketing campaign for a brand that actually uses top notch engineering, like Audi, Mercedes-Benz, or Lexus.

  • avatar

    Chrysler: The Relentless Pursuit of Solvency.

  • avatar
    hdtestrider

    Here at Chrysler we build cars, with tolerances as thin as a dime, and if we don’t have a dime, hell, we’ll use two nickles.

  • avatar
    menno

    How about “Let Chrysler make you a deal you can’t refuse.”

    It obviously goes right along with the Fiat and UAW ownership, eh?

    For Dodge, it could be a little more macho.

    “Buy a Dodge, or we break your kneecaps.”

    Obviously, for Jeep, it’d have to be one more stage macho.

    “Buy a Jeep or we test you out for concrete overshoes.”

  • avatar
    thebanana

    When you’re #5, you try harder.

  • avatar
    highrpm

    I remember a Dodge ad from a few years ago. The ad started with a shot of a low-level Kia or Hyundai. The commenter, in a deep male voice, asked the question “what kind of man would allow himself to drive that?” The ad then showed a new 300C.

    This might be where the focus needs to go with Dodge and Jeep. Be different than the Accord/Camry buying masses. Don’t be afraid to be macho. Be a man. Etc.

    Mayor of Truckville is a memorable one too. Nice tough guy commercial for a truck. In contrast, the recent F-150 commercials have lost that tough guy edge to them.

    Of course, there is that one little problem with Chrysler in that their current lineup is old and uncompetitive…

  • avatar
    jpcavanaugh

    Imperialist: You Win!

  • avatar
    Runfromcheney

    highrpm:

    NO, NO, NO! That tough, macho shit is the opposite of that Dodge needs. Dodge is a mass market brand, so they have to have an everyman appeal with mass market products. None of that niche brand macho shit; that will just have the sensible buyers with brains (like me) snubbing our noses and heading to a Toyota or Ford dealership.

    If you ask me, Dodge’s marketing should go back to the way it was in the mid to late 1990s and early 2000s, with “The New Dodge” and “Dodge. Different.” ad campaigns. I would like to see their commercials go back to being like this:

    http://www.youtube.com/watch?v=jU67_of1YTM
    http://www.youtube.com/watch?v=c59LaAGfAyk&feature=related
    http://www.youtube.com/watch?v=Exr_u6bL6qo&feature=related
    http://www.youtube.com/watch?v=EVBiGLtZI3U&NR=1
    http://www.youtube.com/watch?v=oJwMGwKUviw&feature=channel_page

  • avatar
    VerbalKint

    “Take delivery– you already own it!”

  • avatar
    FreedMike

    There needs to be a multi-step process.

    First: SOLVE THE QUALITY PROBLEMS AND PUT AN END TO THE CRAPTASTIC MATERIALS. It doesn’t matter what their “mad men” do – even if advertising drives customers into their showrooms, they’ll leave when they see the cars are crap.

    Second: identify their strongest cars and tie them to the ones that don’t sell. Chrysler DOES have some very appealing product – the 300, Challenger, Ram truck, Jeep Wrangler, and the Dodge Journey. Why not let these products rub off on the weaker ones, at least for now?

    Third: Once the quality problems are solved, push reliability and quality 24/7. THEN go for the gutsy advertising.

    Chrysler’s turnaround in 1980 happened because they had an excellent new product to sell that lived up to its hype (the K-car). Can you imagine Lee Iacocca trying to hawk Omnis or Cordobas?

  • avatar
    RetardedSparks

    They need product, they need a brand, they need a message. Right now Chrysler means absolutely nothing but a punch line for a joke.
    It’s going to get worse as they bring in Fiat product that is a tough fit with their old image. How many times will the average Fiat 500 owner get asked “That thing got a Hemi?” before he goes postal?
    The trucks and Jeeps are fine. You don’t need to change much, just don’t screw them up.
    Cars? Jeesh. Dodge has some sort of identity with new Chargers and Challengers. But Chrylser? If I were them, I’d make Chrysler a pure soccer mom brand. Minivans, and crossovers too wimpy to be Dodge trucks. That’s it.
    Apple Pie, Baseball, and Chrysler.

  • avatar
    wsn

    dastanley :
    September 2nd, 2009 at 10:40 am

    “Life’s too short to be bored, buy a Chrysler”, with action shots of Challengers, Chargers, etc. burning rubber and racing around.

    ————————————-
    Not good. May be sued by Ashley Madison for copyright violation.

    Since a lot of folks are worried about job security, how about:

    “Chrysler, the Italian job. Apply inside.”

  • avatar
    Lumbergh21

    texlovera :
    September 2nd, 2009 at 10:37 am

    “Same as it Ever Was”. They could get even David Byrne for a pitchman!

    “And you may find yourself, driving in a brand new Chrysler.

    And you may ask yourself, My God, what have I done…”

    Thanks for making me spit on my monitor at work. Hillarious. Love it.

  • avatar
    Kyle Schellenberg

    “Driven. Then sold for a huge loss”

    “Engineered for prfection”

    “Ribbed for your pleasure”

    “Nowhere to go except up yours”

    “Beauty redefined”

  • avatar
    Bearadise

    “FIAT & UAW: Giving New Meaning to ‘Italian Loafers’”

    “Look for the Union Label”

    “Quality is Job…sorry, break time”

    “Clunkers for Cash”

    “Diamonds are Forever. Our warranty, not so much”

    “Chrysler…easier to pronounce than Koenigsegg”

  • avatar
    Dangerous Dave

    “At your friendly Chrysler dealer, we cheat the other guy and pass the savings on to you.”

  • avatar
    gimmeamanual

    Do it Ricky Bobby style:
    “If you don’t buy a Chrysler, then f–k you.”

  • avatar
    greenb1ood

    “Chrysler Customers: There’s one born every day!”

    “Dodge Responsibility, Ram Taxpayers.”

    “Jeep: Because Hummer is Chinese.”

    “Chrysler: It’s like Spaghetti and Cheeseburgers”

    “Bringing back Plymouth, one bailout at a time.”

    “HEMI: Italian for eco-friendly”

    “You can find a better car…buy one!”

    “Chrysler: Because a 500 fits inside a 300.”

    “Chrysler: Come see what all the anger is about.”

  • avatar
    kurkosdr

    The_Imperialist Chrysler
    The Relentless Pursuit of Solvency. If I am allowed to add: even in good times :-D :-D

    Best. Comment section. Ever.


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