Daimler Chrysler (Encyclopedia of Major Marketing Campaigns)
1000 Chrysler Dr.
The Chrysler Corporation differed from the other two of the "Big Three" American automobile manufacturers, Ford and General Motors, in being younger, smaller, and less capitalized. It was also less bureaucratic, luckier, and, by the mid-1990s, more successful than its Detroit counterparts. Similarly, Chrysler's Dodge division differentiated advertising for its Ram pickup trucks from stereotypical advertising, which usually featured trucks muscling through mud. Two Dodge Ram commercials in particular distinguished themselves from typical ads in the category.
The spot entitled "Pull" from the 1995 "New Dodge" campaign moved the setting from the wilderness to the studio and literally slowed the pace down to a crawl. A spot from the 1997 "Great Cars from Chrysler Corporation" campaign showed Chrysler officials cheering that half of a focus group found the Dodge Ram ugly. These strategies, created by Chrysler in conjunction with its ad agency, BBDO Worldwide...
(The entire section is 4314 words.)
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