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Detroit Super Bowl

Chrysler back in UK with Sky Super Bowl spot ; start of £10m drive


By Noel Young, Correspondent

February 3, 2012 | 3 min read

Britain doesn't have a huge number of Super Bowl fans, but Chrysler hopes to "get them motoring" on Sunday by relaunching the brand during the British broadcast of the game on Sky TV.

Chrysler: Mural of men at work

London agency DCH has adapted Wieden & Kennedy's very successful "Motor City" from last year's Super Bowl spot for the U.K.

The new spot aims to bring the magic of Detroit - America's "Motor City" -- to British audiences.

The new ad is set in London, but contains only fleeting references to the city's more famous landmarks, says AdAge magazine, "choosing to show a gritty reality instead of the usual tourist montage."

The spot opens in Detroit, showing the same painted mural of men working that features in the original ad. A Chrysler 300C goes into a tunnel - and emerges in London, where it cruises around the city.

Chrysler, on U.K. screens for the first time in three years, will push its American heritage under the slogan: "Different is what we do."

The voiceover talks about the brand's heritage and its ability to adapt -- to think fast and differently without losing sight of its values.

The Super Bowl is only watched by around UK 100,000 viewers but Chrysler believes the spot will make an event of the re-launch, said AdAge.

Andrew Hawkins, managing director of DCH, explained, "We wanted to encapsulate the attitude of the U.S. positioning and make it appropriate to the U.K. It's more urban and real than other car ads."

Chrysler is to launch a full range of cars in Britain and plans to spend £10 million this year on marketing in the U.K. The brand is thought to have"more resonance" in Britain than in other European countries.

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