Banks Hoggins creates ’curtain-raiser’ for Chrysler

Chrysler has taken the unusual step of dropping all branding from the advertising to launch its new PT Cruiser -described as a cross between a hotrod and a four-by-four-into the UK.

Chrysler has taken the unusual step of dropping all branding from

the advertising to launch its new PT Cruiser -described as a cross

between a hotrod and a four-by-four-into the UK.



No logos or slogans are to be seen in the national press and magazine

campaign by Banks Hoggins O’Shea/FCB which is being used to arouse

interest in the model before a full-scale ad launch.



Described by Chrysler as a bid to ’break down the barriers of

conventional car design and function’ and by Bob Eaton, the company’s

joint chairman, as ’too cool to categorise’, the vehicle made its debut

at last year’s Detroit motor show.



The aim of the UK curtain-raising campaign is to generate website

inquiries, allowing Chrysler to build a database in advance of the PT

Cruiser’s arrival with Chysler Jeep dealers this summer.



The five-door vehicle, which will sell at between pounds 15,000 and

pounds 17,000, will be in the same competitive sector as people carriers

such as the Renault Scenic.



’Because of its style and design, the PT Cruiser won’t be bought by

people who drive dull models,’ Barry Malone, a Banks Hoggins board

account director, said.



Written by Brian Riley and art directed by Matt Lee, the ads are a

response to research which concluded that the car polarises opinions -

people either loved it or hated it. Media is being planned and bought by

BJK&E.



Become a member of Campaign from just £46 a quarter

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk ,plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Partner content

Share

1 Why creative people have lost their way

What better way to kick off the inaugural issue of Campaign's monthly print offering than with another think piece on the current failings of our industry, written by an embittered, pretentious creative who misses "the way things used to be"...

Share

1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).