AUBURN HILLS, MI — (WWJ) Chrysler is about to launch the follow up to its controversial “Halftime In America” Super Bowl ads.

The first installment, featuring Clint Eastwood, drew complaints from conservatives who claimed the “halftime” reference and descriptions of manufacturing fighting for another round was meant to support Barack Obama’s bid for a second term in office. They saw the ad as payback for the auto bailout. Will this new round of ads be as controversial as the first?

Chrysler Brand: “300 My Son Steven”A father’s pride in his adult son making his own way in life. This commercial encourages one to dream big, set your own course and shoot for the stars.

The ads will start running during this weekend’s NCAA Final Four broadcast, and will continue to run in major events including the Stanley Cup Playoffs, NASCAR racing, and on AMC’s popular “Mad Men” show.


Dodge Ad: “Shaun in the Challenger”A father speaks to the importance of honor and family. In this spot, the focus is on the importance of family and this great country.

“Each spot was inspired by stories we’ve heard from people across the country, showing the things they are doing every day to move forward and win their own second half,” said Chrysler marketing chief Olivier Francois, in a blog posting. “They are each intended to be stories of hope and encouragement.”


Jeep Brand: “Jenny in the Jeep Wrangler”The story of a young daughter who is adapting to a new life and a new city with her family. We see our characters reinvent, persevere and embrace the spirit of American resilience.

During a recent speech to the Automotive Press Association Francois said that there are times when ads don’t need to be all about the product.

“From time to time, during very specific moments, the less commercial you are, the stronger the message.”


Ram Brand: “Tommy and the Ram”A wife’s admiration for her husband’s selfless and unwavering determination to provide for his family. This piece highlights the meaning of persistence, determination, dedication and taking on the path of responsibility.

The commercials, and the descriptions were provided by Chrysler.

Connect with Jeff Gilbert
Email: jdgilbert@cbs.com
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Twitter: @jefferygilbert

Comments (3)
  1. Dan says:

    Chrysler is doing a great job in advertising their cars. Now if only they can get their lame dealers to sell those cars!

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