Chrysler Marketing Chief Says Eastwood Ad Created Good Buzz

DETROIT (WWJ) - Chrysler's top marketing executive says the controversy over the company's controversial Clint Eastwood ad helped a lot more than it hurt.

"This ad was never created with political intention," said Olivier Francois, Chrysler's chief marketing officer. "But there was no doubt the election timing surely contributed to generate more conversation."

Francois, in a speech to the Automotive Press Association, said the debate generated a lot of interest, which lead to a lot of views online. That created an unexpected buzz around the brand and the company.

"It was not meant to generate buzz," he said. "But when it does, and it's a positive buzz—which I think we can all agree it was—then it's just good."

Chrysler is trying to generate buzz with its ad for the Fiat 500, featuring actor Charlie Sheen. Francois says the ad has already been viewed 1.4 million times on YouTube. It will have its first airing on television Thursday night.

While earlier Fiat ads featuring Jennifer Lopez have been criticized as ineffective in selling Fiat products, Francois said they did raise brand awareness significantly. It was nine per cent before the ads ran. It was 40 percent afterward.

Fiat's successful Super Bowl ad, featuring a young man lusting over a sexy supermodel, was an accidental hit.

"This video was not intended to be shown on TV," Francois said. "It started as a speech report for the LA Auto Show. We posted it on the web. Our dealers saw it and they loved it."

That ad was one of the top scoring commercials in most post Super Bowl Surveys.

Francois says he feels he has been successful in changing the tone of Chrysler's advertising. He wanted to move away from ads that stressed deals and cup holders, and run ads that tap into viewer's emotions.

He admits that strategy has its risks, but it also has its rewards. Francois says he knew he succeeded with the Eastwood ad, when it was parodied on Saturday Night Live.

"Clearly we have been taken in the middle of this political storm," he said. "It's been a fun and interesting ride. It added a lot to the conversation about the ad. For sure, it doesn't hurt."

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