Delaney Fletcher shows Voyager ads

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.

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

six months.



Chrysler’s TV ad shows an Amtrak train speeding along a railway

line.



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

warranty.’



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

Simpson.



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.



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