The very first post-bankruptcy, Chrysler-brand advertisement was a true re-badge, literally replacing Lancias with Chryslers in the exact same advertisement. The second spot, which we ran yesterday, was a vague, year-end spot emphasizing history and heritage while showing only one modern car. Though it’s not a strict re-badge like the Lancia ad, the new Chrysler ad is, at the very least, based on some serious platform-sharing. Specifically the ad above, an Italian-language spot for the Fiat Group, is thematically identical to the Chrysler ad.
It starts with a shot of Fiat 508s, which bear more than a passing resemblance to the Airflow the Chrysler ad opens on (in fact, the Balilla would be restyled in a windtunnel for 1935, making it the second production car after the Airflow to receive the modern aerodynamic treatment). From there, the ads become even more similar, showing scenes of Fiats throughout history, and finally centering on Fiat’s hottest current model, the 500. The only real difference is the absence of the leather bag (symbolizing “the continuation of life with all Chrysler Group brands”) used in the Chrysler spot.
If you think the comparisons are a stretch, check out this piece in the Detroit News. According to the write-up, Chrysler’s marketing boss Olivier Francoise intends to:
duplicate what he did for Fiat, but on a shoestring budget that requires combining resources where possible and trying to come up with something that stands out in a crowded marketplace.
Combining resources. Shoestring budget. Chrysler Nassau. If Fiat’s going to rebadge cars, why not get twice the sales per advertising “architecture” as well? The prosecution rests.