Chrysler: How the French are giving the Americans back their pride
We've always known that the French had a thing going with the Americans: after all, they did give them the Statue of Liberty. Now it seems they are giving the Yanks something else: their pride back in their car industry.
The man responsible is Paris-born Olivier François, 49, on the job as CEO at Chrysler for 15 months, after similar starring roles with Chrysler co-owner Fiat and Lancia in Italy.
Last December Mr François turned up without an appointment in Detroit to see Joel Martin, co-owner of Eminem's song catalogue. He wanted to use Eminem's anthem Lose Yourself in a Superbowl ad .
Mr Martin had turned down 100 similar requests. But the meeting with Francois, which eventually took place at 10 pm on a Sunday night, had a different outcome.
In a fascinating article Mr Martin tells Ad Age, "He's a maniac. The whole thing had a surreal quality to it... this French guy and all this he was telling us about loving Detroit and how important [Eminem] is to the city." If it weren't for Mr. François's salesmanship "We never would have done it," he said.
The two-minute, $9 million Super Bowl ad launched a new strategy and tagline around the Chrysler brand: "Imported From Detroit."
Eminem sold Chrysler rights to his song for 20% of what he could have got - just to be part of the ad. The commercial generated more online buzz and news coverage than Chevy's five Superbowl ads combined.
Other examples of Francois in action:
• The animal-rights groups PETA had protested over the use of a chimp in a Dodge ad. After a session with Chrysler ad agency Wieden, the chimp was removed, but his clothes were left behind, "giving the ad an odd invisible-chimp effect," said the magazine . PETA was pleased and the new commercial went viral - unlike the original.
• For an Independence Day Dodge ad, François approved a spot showing George Washington leading Continental soldiers driving Dodge Challengers into battle against British redcoats, on foot and horseback. As the British scatter in panic, the voiceover says, "Here's a couple of things America does right …cars and freedom."
"Some of our team had a lot of doubts, but I knew right away and approved it off the storyboards," Mr. François told Ad Age.