Titled American-est and Swerve, the brand’s ‘Premium to the People’ advertising push celebrates its 200 and 300 variants respectively

Chrysler has rolled out a new campaign featuring Hollywood veterans, Martin Sheen and Bill Pullman. Themed ‘Premium to the People’, the push spotlights two key commercials. Titled American-est and Swerve, the executions celebrate the marque’s 200 and 300 variants respectively.

A 60-second spot, the former debuts digitally, while the latter, measuring in at the half the length duration-wise, is set to premiere online as well as via television. Both advertisements launch on 15 February 2016 to coincide with President’s Day. Additional spots are scheduled for release in the coming weeks and months.

A 30-second version of American-est kicked-off on Valentine’s Day. The first two spots from the series see Sheen playing a ‘former president’ to showcase the 2016 Chrysler 300. Meanwhile, Pullman takes on a matching role in conjunction with the 2016 Chrysler 200 launch.

The exercise includes television, print, digital, and social media components. Sheen is known for his Emmy-award nominated portrayal of President Josiah Bartlett in The West Wing by Warner Bros. Pullman is recognised for his President Thomas J. Whitmore role in the summer blockbuster, Independence Day.

For the aforementioned marketing initiative, he reprises presidential roles in a series of new television spots. Appreciating hardworking American men and women, the brand believes that people have the right to drive a car they can feel proud to have in their driveway.

Premium to the People conveys the state-of-the-art technology, key safety features, high-grade interiors, and beautiful design while staying consistent with Chrysler’s overarching message brought forward since Imported from Detroit,” said Olivier Francois, Chief Marketing Officer of Fiat Chrysler Automobiles Global.

With American-est, the creatives highlight that more than just knowing the issues, it is really about how hard one waves the flag. Swerve focuses on how there’s only one way to turn when the general election rolls around. The push was created in partnership with Portland-based Wieden+Kennedy.

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