I have wanted to comment on the tag line in the Chrysler ads
for a while and just came across an article on Advertising Weekly’s website on
said commercials. It appears that a division of the Federal Trade Commission in
charge of promoting products made in America has a problem with them. They have
filed a suit against not only Chrysler but also Ford because they are promoting
products as made here which are actually made elsewhere. Here is a link to the
article: http://adage.com/article/news/ford-chrysler-accused-making-false-u-s-made-car-claims/230342/.
I found the tag line funny because some people would
describe Detroit as a world all its’ own. In case you are unaware the tag line
is “Imported from Detroit.” The ads showcase the city especially the
architecture and what it offers in various parts. I do like the perspective in
which the TV ads are shot. They are shot as if you are looking out at the city
from a vehicle window so to see it through your eyes instead of that of an
actor.
I don’t believe the
company intended the tag line to be funny or ironic just a way to distinguish
the campaign from past ones. One problem is that on the ads it isn’t as
prominent as one thinks a tag line should be. It appears small as if as an
afterthought usually under the Chrysler winged logo. Next time you see one of
the ads I encourage you to look for the tag line. I know it took me a couple
viewings before I even caught it after that I found myself looking for it in
all the ads.
