Fiat Chrysler is pivoting further in a new marketing direction as it launches TV advertisements on Saturday for the completely overhauled new version of its Chrysler 200 sedan.
The biggest change is that for the first time since the company emerged from bankruptcy, the car is the real star of a Chrysler-brand commercial.
Gone in the new spots is four years of emphasis on the brand’s gritty Detroit roots as actual Chrysler vehicles, understandably, played second fiddle. It was only a makeshift 200 that first bore the badge when the nameplate was introduced in the Eminem commercial during the Super Bowl in 2011, a re-skinned Sebring that deliberately lurked in the shadows of the iconic “Born of Fire” ad.
Source
Forbes