Cannes Lions

CHRYSLER 200

SERIAL PICTURES, New York / CHRYSLER / 2011

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1 Gold Cannes Lions
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Of the big three American car companies, Chrysler was in the most dangerof failing. Had there not been a last-minute vote of confidence from theU.S. Government, they would not exist. This was public knowledge, debatedthroughout the country - should we have loaned Chrysler the money?When it came time to introduce a new product, we had a car to sell andalso had to win back America's confidence. To do this, we took theunlikely position of embracing Chrysler¹s Detroit heritage when everyother American car company was distancing themselves from the city.We created a 2-minute homage to Detroit, a city primed for a comeback, andran the spot only once, on Super Bowl Sunday.

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