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Setting a Good Example with the 2015 Chrysler 200

New ads feature Hispanic actor Gael Garcia Bernal

March 24, 2015

Often, the best way to be a positive role model is to set a good example by your own actions. This is the message conveyed by the Chrysler brand in a series of ads for the all-new 2015 Chrysler 200. The multicultural marketing campaign features acclaimed Hispanic actor Gael García Bernal (“Amores Perros,” “Y Tu Mamá También” and “The Motorcycle Diaries”).

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    Chrysler brand will be the presenting sponsor of Telemundo’s new season of La Voz Kids (debuting March 16)

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    Actor Gael Garcia Bernal appears in series of four commercials for the Chrysler brand

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    Story is anchored on the message: "Why choose ordinary when you can have extraordinary?"

In the first of the four-spot series, Bernal steps into his 2015 Chrysler 200 and finds a young boy sitting in the car who claims to be Bernal, visiting from his past. The boy starts telling Bernal to do something different with his life in order to achieve his hopes and dreams.

At first Bernal is confused, but then realizes that the boy, whose name is Paquito, has mistaken him for his neighbor, Paco, from across the street. After catching a glimpse of his “real” future self, Paquito is inspired to leave ordinary behind and go someplace new with Bernal.

The story is anchored on the message, “Why choose ordinary when you can have extraordinary?” and supported with “un modelo a seguir”—a nuanced phrase that in Spanish conveys positive messages such as something that inspires and/or something to pay attention to or follow. (It translates literally to “a model to follow,” which in the spot refers as much to the Chrysler 200 as it does to Bernal).

The campaign introduces viewers to the Chrysler 200, giving a close-up view of the Chrysler brand’s class-leading advancements. Key partners for the Chrysler brand include Univision and Telemundo, for which the brand will be a presenting sponsor of “La Voz Kids,” the No. 1 show for family co-viewing, regardless of language, on Telemundo.

The Chrysler brand campaign was created in partnership with Lopez Negrete Communications, a Houston-based advertising agency.

Chrysler 200 named ‘Family Vehicle of the Year’

In addition the 2015 Chrysler 200 was recently named “Family Vehicle of the Year” by the Midwest Automotive Media Association. MAMA is a nonprofit group of more than 200 automotive journalists and industry professionals who developed the award to help consumers make a wise purchase decision when it is time to shop for a family vehicle.

“We know how important it is, and how difficult it can be, to pick the right family car,” said Patrick Olsen, MAMA president. “This award helps give consumers a chance to see the car that nearly a hundred automotive journalists—many with families themselves—selected as the best choice for families in 2015.”

A total of 99 journalists voted the Chrysler 200 the winner, awarding it 79 points.