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