Chrysler had one chance to tell its comeback story. The message had to train the public’s eye on Chrysler’s future, not the past, and demonstrate Chrysler’s possibility, energy, and will to win. Our insight was that the very city that represented Chrysler’s decline would be the source of what could save it. If we could bring back Detroit, then we could bring back Chrysler’s rightful place within it.
Our goal was to instill pride in buying American once again. To do so, we created a campaign and a provocative framework for thinking and talking about Chrysler cars: Imported from Detroit. The idea means the quality of an import combined with the pride of buying American.