The Chrysler arm of DaimlerChrysler AG is hoping pop diva Celine Dion can convince people to actually fall in love with Chrysler cars. [Auto.com]
The idea that the cars are so great to drive and so beautifully designed that they inspire passion is behind Chrysler\’s new brand slogan \”Drive & Love,\” which has changed slightly from last year\’s tag line \”Drive-Love.\”
Buzz words like passion, romance and emotion are featured in the new advertising campaign, which debuts Sunday on leading U.S. television networks.
\”Drop-dead gorgeous cars, that\’s what this is about,\” Bill Morden, vice chairman and chief executive officer of BBDO Detroit, the ad agency that created the new campaign, told a news conference on Wednesday.
Calling Dion an \”ambassador of love,\” he said she was an \”absolute knock-dead gorgeous person\” and an ideal pitchwoman for Chrysler. \”She\’s a megastar,\” he said.
I\’m not sure about you, but Celine Dion does not equal love for me. While the cars certainly are beautiful (well, the Crossfire anyway) the campaign ran with such a high frequency last night it\’s already old and tired.