I am a big fan not only of Chrysler's resurgence under Fiat CEO Sergio Marchione, but also of the accompanying advertising campaign Imported from Detroit. The campaign, like the cars, is bold and well crafted. They add a swagger that was missing for some time.
The media campaign has been well received and apart from a brief political fallout from the perceived pro Obama bias of the 2012 Super Bowl ad, and has succeeded in differentiating Chrysler from its competition.
The Imported from Detroit commercials are so popular that a Detroit clothing maker named Pure Detroit capitalized on the slogan and started selling merchandise with that moniker. Naturally, Chrysler saw this as a threat to their brand and filed suit to stop the sales. Pure Detroit counter sued and now both parties have agreed to mediate the conflict.
This type of legal action is hardly unusual. The usual justification for said action is brand protection. While that is true in this case as well, it should be noted that Chrysler is trying to generate revenue from clothing sales using the slogan as well. The company has its own competing website which offers Detroit-themed clothing and accessories while also providing a share of the revenue to local charities. Pure Detroit offers a greater assortment of articles that Chrysler does, including vintage ware with competitor's logos.
Guys, you can demonstrate your love of the American automobile and of your significant other by indulging in some genuine "Detroit is for Lovers" ladies underwear.
Below is another excellent Chrysler commercial.
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