By Daniel Hunter

Integrated advertising agency, DCH, is launching a new brand positioning for Chrysler in the UK, breaking during the Super Bowl, which draws on the American car manufacturer’s grittier, urban, no-nonsense reputation.

The ‘Different is what we do’ positioning is the foundation for relaunching the brand with a range of cars that includes the familiar Grand Voyager and 300C but now embraces the smaller C Class Delta and B Class Ypsilon.

The positioning reflects the distinctive nature of the brand, which is born and bred in the ‘Motor City’ of Detroit. Chrysler is steeped in American culture and rooted in Detroit - its unique heritage underlined by the creative which celebrates the origin of the brand, its incredible evolution and its relevance to today’s consumer.

DCH is creating an integrated campaign led by 3 TV commercials, the first of which breaks during Sky’s coverage of the Super Bowl on Sunday 5th February. The £10m campaign includes TV across terrestrial and digital channels and is supported by press, outdoor, online, DM and eCRM.

“These are exciting times for Chrysler, which has seen great success for the brand in the States, and establishes Chrysler as a main competitor in the UK mass car market,” Nigel Land, brand director at Jeep Chrysler, commented.

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