Chrysler takes patriotic road with popular Super Bowl ads
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Chrysler's ads aligned with its brands, analysts said. The Jeep spot aligned with the U.S. military - fitting given the brand's birth as a military vehicle during World War Two - while the Ram truck matched up with the tough farmers.
Chrysler is one of the few companies that use two-minute ads and it has not resorted to humor in its messages, a strategy most Super Bowl advertisers use, analysts said. Most TV commercials run between 30 seconds - particularly during the Super Bowl when rates are so expensive - and a minute.
The Jeep ad was created by Detroit's GlobalHue, which has been Jeep's agency since 2009, while the Ram truck ad was handled by Dallas-based The Richards Group, which has handled the truck account since late 2009.
The Ram truck ad, which included a soundtrack by radio commentator Paul Harvey from a 1978 speech about farmers, was the most talked about Super Bowl ad on Twitter and Facebook in the 45 minutes after it aired, according to Bluefin Labs, which tracks consumer sentiment about TV commercials via social media.
The Jeep ad ranked 14th in the Bluefin poll, but had a higher rate of positive comments, 40 percent to 38 percent. The Eastwood ad last year ranked No. 2 with a 59 percent positive rating.
The two ads this year ranked in the top five in USA Today's Ad Meter results, and in the top 10 among the most searched Super Bowl ads on Yahoo.
Keeping up that kind of performance gets tougher every year, Marchionne told WJR. "I'm really worried now about 2014."