Chrysler Comes Home For The Holidays

In the first unique Chrysler brand spot since bankruptcy, America is referred to as ChryCo’s “traveling companion.” Which is a bit rich, considering the American people were generous enough to spend billions pulling the wreck that was Chrysler out of a ditch less than a year ago. Who knows, maybe the term “unwilling investors” didn’t play so well in the workshops, a possibility that might also explain why only a single modern Chrysler vehicle (the 300) is allowed to punctuate the ad’s gauzy nostalgia. In any case, notch up another Chrysler Group ad that says nothing about anything that might give one hope for the firm’s future. Ironically enough…

According to a Chrysler release, the spot

was created in response to requests from Chrysler Group dealers and research conducted which found that consumers do not realize that Chrysler Group has emerged from bankruptcy and is now a different company with a new alliance partner and a healthy product plan.

Perhaps Chrysler will release more ads in the campaign that deal a little more explicitly with the company’s situation, as this spot doesn’t mention bankruptcy or Fiat (or more than one Chrysler model currently on sale). Instead, Chrysler decided to make an ad for leather luggage. Or, as they put it

The ad features a driver bringing home a leather travel bag throughout the years in various Chrysler, Dodge and Jeep® vehicles. The travel bag symbolizes the continuation of life with all Chrysler Group brands and is the string that ties the entire story together.

So it’s a symbol, a metaphor if you will. Kind of like the ENVI program, or descriptions of the Chrysler bailout as an “investment.” The message, however, is clear: do not, under any circumstances think of Chrysler in concrete, reality-based terms. Which is actually a fairly brilliant approach to selling America’s least lovable car company.