Chrysler has put a new spin on its TV Commercials. They’re the next evolution of the brand’s “Imported from Detroit.”
Each of the spots, called “Ready to Take on the World,” features a sleek, silver 2015 Chrysler 200 sedan driving on roads in what appears to be Germany, Japan or Sweden.
Actually, the roads are in Detroit, San Francisco or Seattle, and the car is the 200.
Narrators speak in German to tout the car’s engineering, in Japanese to tout its reliability or in Swedish to tout its safety, all with English subtitles. Each narrator expresses incredulity that the car is built in the United States.
The commercials, created by Wieden + Kennedy Portland, were to debut Sunday during National Football League broadcasts. Wieden + Kennedy also created the award-winning “Born of Fire” Super Bowl spot in 2011 that featured rapper Eminem and the previous-generation 200.
That commercial introduced the gritty “Imported from Detroit” tag line that Chrysler used in 2012 and 2013.
Chrysler redesigned the 200 for the 2015 model year, putting it on a Fiat-derived platform and giving it a number of segment-exclusive features, such as a nine-speed transmission and rotary-dial shifter.
Brand strategists also recast the car as “America’s Import,” stepping slightly away from “Imported from Detroit.”