The Chrysler brand launched three on-air new spots as part of its new advertising campaign celebrating the launch of the all-new 2015 Chrysler 200. The on-air campaign, featuring baseball MVP Miguel Cabrera, takes its cue from the iconic poem “Casey at the Bat” by Ernest Thayer. The campaign launched in the U.S. over the weekend.
“There’s a strong-hold in the mid-size segment, and there are established leaders. The Chrysler 200 has come to compete,” said Olivier Francois, Chief Marketing Officer, Chrysler Group, LLC. “Miguel Cabrera exemplifies the exuberance, energy, passion and fortitude of those whose hard work made the all-new 2015 Chrysler 200 possible. And like Miggy at bat, the Chrysler 200 steps up to the plate as a competent player and aims to change the game.”
The 30-second national television commercial “Miggy at the Bat” is an adaptation of the famous baseball poem “Casey at the Bat” with a twist. A 60-second longer form video of “Miggy at the Bat” can also be found on the Chrysler brand’s YouTube page. Two additional on-air spots will have targeted cable placement: the 30-second spot “In the Right Hands” speaks to the fact that the right tool in the hands of the right person can turn something ordinary into something transcendent. The 30-second spot “Game Changers” focuses on how Miguel Cabrera is changing the game of baseball every single time he puts on his glove and picks up his bat.
The commercials are narrated by Kevin Yon (the voice behind the Chrysler brand’s “Born Makers” and “Born of Fire” commercials) and were created in partnership by full-service advertising agency Doner.
The spots serve as a continuation of Chrysler brand’s relationship with Miguel Cabrera, MLB’s first Triple Crown winner in more than 40 years, which was established in the fall of 2013. It is the second campaign partnership with the baseball superstar. Last fall, the Chrysler brand debuted its “Road to Greatness” campaign featuring Miguel Cabrera, which aired during Major League Baseball’s American and National League Championship Series and World Series.