New York City provides the backdrop and Celine Dion the
music in a new television advertising campaign launching nationally on May
1 for the 2004 Chrysler Pacifica. Designed to appeal to general market and
multicultural audiences, the company says the TV campaign and its print component were
previewed by media and New York community leaders at the Schomburg
Center for Research in Black Culture, Harlem.
According to the company, in addition to new black and white print ads, the Chrysler Pacifica
campaign includes three 30-second TV spots that repeat the black and white
tonality of the successful Chrysler brand ad campaign featuring Dion
currently airing. The new Chrysler Pacifica campaign includes one TV ad
with African American and Hispanic talent titled "Harlem." Two versions
will air: one with a voice-over in English and the other in Spanish. It is
the first TV spot ever filmed in Harlem for any Chrysler Group product.
The focus of the new campaign is the Chrysler Pacifica, Chrysler's all-new
sports tourer reaching dealerships now. The company says the Chrysler Pacifica is spearheading the Chrysler brand's
move into the premium automotive marketplace.
The new Chrysler Pacifica campaign is a collaborative effort between
Chrysler Group's three advertising and marketing agencies -- GlobalHue,
Southfield, Mich., BBDO Detroit, Troy, Mich., and The Arnell Group, New
"This campaign is the result of the unprecedented teamwork between our
three very creative agencies," said Bonita Stewart, director, Chrysler
"This ongoing partnership reflects the goal of the Chrysler Pacifica
campaign, which is to produce diverse TV and print creative that can appeal
to a diverse audience," said Stewart. "For example, the multicultural TV
spot is not only slated for ethnic media, it will also run in general media
that has a strong multicultural audience."
"This strategy is possible because of the way we reorganized ethnic
marketing last year," said Stewart. "Before, multicultural marketing was
handled outside the three brands -- Chrysler, Jeep® and Dodge. Today, each
brand is responsible for its own multicultural marketing initiatives. This
way, multicultural initiatives are more focused, and the marketing
campaigns, brand positioning and messaging are consistent across all
Stewart explained the reasons for going to New York City for the TV spots
and Harlem to preview the Chrysler Pacifica.
"We all know that New York is a sophisticated city. What is less well
appreciated is that New York is also a safe city. Those two elements make
New York the perfect background for showcasing the sophistication and
safety features of the new Chrysler Pacifica," said Stewart.
She added: "What's forgotten sometimes is that New York is one of the most
racially diverse cities in the world. Harlem is the epicenter of the
African American community there, and it has a vibrant, growing Hispanic
community. So we feel it is appropriate to unveil the campaign at the
The Schomburg Center for Research in Black Culture was founded in 1925. It
is a research unit of the New York Public Library, and is the world's most
complete collection of research resources documenting African and African
diasporan history and culture. With holdings of more than 5 million items,
the Schomburg Center serves a national and international constituency.
The company says the ad campaign preview was preceded by a donation of $25,000 to The
Boys Choir of Harlem from the DaimlerChrysler Corporation Fund.