Chrysler has launched a commercial featuring Aung San Suu Kyi, 64-year-old Nobel Peace Prize laureate and Burmese pro-democracy dissident. The spot showcases a white Chrysler 300 driving through a brick wall that turns into a flock of doves, and ends with an appeal to free Suu Kyi, who has been on house arrest for the better part of the last 20 years. The commercial closes with a slogan reading "Chrysler: for a World Without Walls."
Chrysler, now owned by Italian automaker Fiat, is in the middle of a retooling, with new Fiat-based products expected in 2011. As that deadline approaches, it seems Chrysler is busy working to retool its image as well.
From the Los Angeles Times:
Will the spot move the sheet metal? You couldn't sell these cars if you stocked them like a bass pond with vestal virgins. But I do think it sets an interesting and positive tone for the brand while the company is, literally, retooling... It aims at a smarter, better educated, more engaged audience, people who can find Myanmar, on a map. It has all the textures of Europhilic sophistication -- the opera singer, the Brandenburg Gate, etc. It's not about the Chrysler that was, but the one that is about to be.