Chrysler Brand’s 2011 Super Bowl Commercial "Born of Fire" Takes Home Five Awards at the Cannes Lions 58th International Festival of Creativity
The Chrysler brand’s 2011 Super Bowl commercial "Born of Fire" was honored today with five awards at the Cannes Lions 58th International Festival of Creativity held in Cannes, France. Four “Gold Lions” were awarded to the brand for Best Direction, Best Use of Music, Best Script and Best Automotive Commercial. The brand also took home a “Bronze Lion” for Best Editing. Cannes Lions is the world's leading celebration of creativity in communications where over 24,000 entries from all over the world are showcased and judged. Chrysler brand’s national advertising campaign was created in partnership with Wieden+Kennedy of Portland, Ore.
“The Chrysler Brand is humbled to be awarded with such a prestigious honor at the Cannes Lions International Festival of Creativity,” said Olivier Francois, President and CEO – Chrysler Brand and Lead Executive for Marketing, Chrysler Group LLC. “The
‘Born of Fire’ commercial and the ‘Imported from Detroit’ campaign describes the comeback of the Chrysler brand and truly defines American luxury. The Chrysler brand team would like to thank all of our partners who helped us to create such an impactful campaign. However, the true honor should go to the hard-working and determined employees of Chrysler Group and the people of Detroit who served as the inspiration for this campaign and gave us the backdrop to create something truly amazing.”
“Born of Fire” debuted at the 2011 Super Bowl and was designed to generate a conversation about the Chrysler brand and the new 2011 Chrysler 200 sedan. The two-minute commercial, which was also a Super Bowl first, ignited a spark throughout the United States, as many felt a connection to the attitude and work ethic portrayed in the scenes and narration. The spot reflects where the brand is headed and pays tribute to its industrial roots. While the commercial focused on Detroit, in many ways, it encapsulated the spirit of the country and the comeback of the Chrysler brand and Chrysler Group.
The Chrysler brand chose internationally known Detroiter, Eminem and his song “Lose Yourself” because the lyrics speak to the ability to do anything we set our mind to and that failure is not an option. The Chrysler brand, the company and its employees have adopted the principle that failure is not an option.
Born of Fire also revealed the tagline for the brand, “Imported from Detroit,” created to convey the message that one does not have to cross an ocean to obtain luxury – it's available right here and evident in the Chrysler brand product lineup.
You can see the Born of Fire video and others on the DCH Chrysler Jeep Dodge of Temecula's YouTube Page: www.youtube.com/dchcjdoftemecula
[Source: Chrysler]
Tuesday, June 28, 2011
2011 Mopar Ram Runner - Short Take Road Test - Auto Reviews - Car and Driver
Building on its rich history of street machines and wheel-standing drag cars, Chrysler’s Mopar group is now entering the mud-spattered off-roading arena with this, its answer to Ford’s F-150 SVT Raptor. True to the brand’s character, the Mopar Ram Runner package for the Ram 1500 is to the unpaved realm what the Dodge Challenger Drag Pak is to the quarter-mile.
Unlike the Raptor ($42,930 base price), the Ram Runner is a not a regular-production vehicle. Instead, it is a collection of bits available from Mopar that can be fitted to any current-gen Ram 1500 4x4 with a six-foot-four-inch bed. Co-developed with Kroeker Off-Road Engineering, the Ram Runner’s Stage 2 package ($13,270) leverages the latest Ram’s all-coil-spring suspension for maximum off-road potency.
Tuesday, June 7, 2011
Dodge Rocks the San Diego Dodge Rock 'n' Roll Marathon
When you're warming up for a half-marathon, there's the usual stretching, drinking fluids and getting ready. But the Dodge team did one better at the starting line, before the start of this weekend's Rock 'n Roll Half-Marathon in San Diego. They helped pump up the half-marathoners with some surprise entertainment...and it all happened in a flash!
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