"What's a 'Born Maker' made from?" That's what a new ad campaign for the Chrysler brand's "flagship" vehicle looks to answer starting today with a new commercial running across national broadcast and cable television.
AUBURN HILLS, MI- "What's a 'Born Maker' made from?"
That's what a new ad campaign for the Chrysler brand's "flagship" vehicle looks to answer, starting today with a new commercial running across national broadcast and cable television.
The ad – in 30- and 60- second versions – for the all-new 2015 200 midsize sedan combines a number of elements from the brand's past campaigns, including the Bob Dylan Super Bowl commercial debuting the "America's Import" tagline, with more focus on the vehicle.
"From blood, sweat ... and gears," says narrator Kevin Yon, the voice originally behind the Chrysler brand's "Born of Fire" featuring Eminem in 2011. "All the things that make a Born Maker ... made this. A car with swagger. Intelligence. Soul. A car that proves a well-made sedan doesn't have to cross an ocean to be worthy of American driveways.
"We are Born Makers."
Both versions of the ad are narrated by Yon and feature Detroit-born artist/singer MoZella performing the vocals behind Dylan's "Things Have Changed" track, which was first featured in the Super Bowl ad with Dylan.
Footage of the ad features Chrysler's Sterling Heights Assembly Plant, where the company has invested $1 billion; its employees; outer space; and Detroit.
The ad will be followed by an entire campaign for the 200, including the Chrysler brand as the exclusive auto partner of "24: Live Another Day" on Fox.
The "24" collaboration will include an in-show integration on Monday, June 9; media exclusivity in key episodes; and season-long placement of the all-new 2015 Chrysler 200; as well as customized digital content and experiences; social media activations; and co-branded marketing.
The midsize sedan – available in dealerships now – features a "floating" Chrysler winged badge on the front, signature light pipe or available full-LED daytime running lamps and extremely and a coupe-like silhouette that's smooth, yet sporty.
The vehicle is available in four models: LX, Chrysler Limited, Chrysler S and premium Chrysler 200C. It starts at $21,700, excluding a $995 destination charge. All models will come standard with Chrysler's rotary dial e-shifter and nine-speed transmission, which debuted last year on the 2014 Jeep Cherokee.
The 200 comes standard with Chrysler's 2.4-liter MultiAir 2 Tigershark I-4 producing 184 horsepower and 173 lb.-ft. of torque while contributing to estimated fuel economy improvements of 13 percent compared with the outgoing model. The automaker's 3.6-liter Pentastar V6 engine producing best-in-class 295 horsepower and 262 lb.-ft. of torque also is available.
"Born Makers" was created in partnership with Dallas-based The Richards Group.
Michael Wayland covers the automotive industry for MLive. Email him at MWayland@mlive.com & follow him on Twitter @MikeWayland or Google+.