Delaney Fletcher Bozell has unveiled its launch advertising for the
Chrysler Voyager, its third campaign for the car manufacturer since
winning the account in 1991.
The black-and-white TV and press work breaks on 1 March and will run for
Chrysler’s TV ad shows an Amtrak train speeding along a railway
A voiceover says: ’Every day, over four million people travel in
America’s biggest people carrier.’ As the train passes over a crossing,
the Voyager comes into view and the voiceover continues: ’With air
conditioning, advance braking system, twin airbags and three-year
The ad’s endline reads: ’The biggest people-carrier in America is the
new Chrysler Voyager.’
The first of two press ads shows the Voyager alongside the Amtrak train
with the strapline: ’It carries 4.8 million Americans every day. On the
road.’ The text explains that nine times the number of Americans travel
in a Voyager than on an Amtrak train in a day.
A second execution shows the Voyager alongside a plane with the
strapline: ’America’s biggest people carrier. And a plane.’
The TV commercial will be aired on satellite and terrestrial TV,
including the forthcoming Channel 5. The print ads will be in both
newspapers and magazines.
Both the press and TV ads were written by Brian Connolly and art
directed by Mark Tweddell. The TV spot was directed by Chris Hartwill
through RSA Films. Photography on the press work was by Chris
Media planning and buying are through 20/20 Media.
Mark Lund, the managing director at Delaney Fletcher Bozell, said: ’The
whole brand positioning for Chry-sler is that it is the American car
maker. They invented the principle of the people-mover in America.’
Chrysler’s main rivals in the multi-purpose vehicle market are the
Renault Espace, Ford Galaxy and Volkswagen Sharan. Renault announced at
the end of last year that it would be launching a new version of the
Espace in April, with a view to taking the vehicle upmarket.