Are You Ready For The New New Chrysler?

We got a few “so what’s” a couple of wild-ass days ago when we whispered that Chrysler would be launching a new ad campaign using government funds earmarked for struggling parts suppliers. But setting aside the supplier screwing (yes, advertisers “supply” Chrysler, and with no production, why worry about components?), this means we will be treated to the launch of yet another New Chrysler. This will mark the second such dawning in just about a year. AdAge (via Automotive News [sub]) confirms the rumor, reporting that the responsible ad firm (BBDO, Detroit) also just happens to be Chrysler’s second-largest unsecured creditor ($58.1 million). And Judge Gonzalez still gets to decide whether the Mad Men will be paid out by the government’s “critical vendor” program. Anyway, the new campaign is being termed “educational,” with Chryco spokesfolks explaining “companies in this kind of situation need to communicate more rather than less.” Because sometimes having the President for a pitchman just isn’t enough.

About a year ago, Robert Farago greeted Chrysler’s last “New Day” with a healthy skepticism. “The ad is an excellent example of what Adolph Hitler called The Big Lie,” he wrote. “A falsehood so ‘colossal’ that no one would believe that someone ‘could have the impudence to distort the truth so infamously’. To wit: if any single automaker ISN’T building the cars YOU want, it’s Chrysler.” Others awoke to the New Day with even more hard-earned cynicism. The newest run of “don’t worry, we’re reborn in Jesus” ads hit local TV stations starting tonight. And with them comes another opportunity to gaze upon your new investment and really bask in the pride of ownership. Side effects may include sudden anger, nausea, and fatigue.