Chrysler 200: Born of Fire

With the launch of its new 200 model, Chrysler wanted to attract a dual audience: buyers nostalgic for the days when American cars reigned supreme and people who grew up buying imports.

Chrysler 200: Born of Fire

Agency: Wieden+KennedyClient: ChryslerProduct: 200

Objectives

AMERICANS SHOULD BE PROUD TO BUY AMERICAN

The desire to make an American car that can trump all the imports has never died at Chrysler. And while our domestic brethren Ford et al. have made good cars for these sobering times, they haven't done anything that says, "America, we are back!"

Our challenge was going to be how to convince two completely different types of people that Chrysler was worth their consideration: First there were those who might have some nostalgia for the days when...

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