AUBURN HILLS, Mich. – The Chrysler brand is demonstrating its commitment to freeing a prominent political
prisoner as well as building great cars in a new television ad.
A black 300 speeds past a graffiti-covered wall
section headed for the Nobel Peace Prize laureates' summit. |
The unconventional 30-second spot, developed in collaboration with Lancia
Automobiles, supports the international movement to gain release of Aung San
Suu Kyi, Burma’s pro-democracy leader and 1991 Nobel Peace Prize winner.
She has been in and out of house arrest since 1989.
A similar version of the ad, which debuted Thursday and features the Chrysler
300, initially was created for Fiat SpA’s Lancia brand as part of its
sponsorship of the 10th World Summit of Nobel Peace Laureates in Berlin Nov.
10-11.
In the TV spot, a tumbled section of wall bears a
poster demanding freedom for Burma’s
pro-democracy leader and 1991 Nobel Peace Prize winner Aung San
Suu Kyi. |
The Nobel Peace organization has led the effort to raise awareness of Aung
San Suu Kyi’s plight and call for her release.
“We produced the TV film in honor of all those who put their lives at
stake in the hopes of making the world a better place – in particular
those men and women who are still prisoners like Aung San Suu Kyi,” said
Oliver Francois, president and CEO of the Chrysler Brand, Chrysler Group LLC.
He also is managing director of Lancia Automobiles.
“For Chrysler,” said Francois, “this is a chance to use
our brand image to join with others in the fight for peace and to knock down
the walls that divide us. We at Chrysler believe in doing the right thing and
making a difference.”
The ad opens at the Brandenburg Gate, a symbol of the reunification of East
and West Berlin, and continues with images of the Berlin Wall and Nelson Mandela
as a Chrysler 300 drives by on its way to the front of the city’s Town
Hall, host of last month’s Nobel summit.
The voiceover with the spot says:
"You can build walls that separate people from people. But it is impossible
to build a wall that separates a man from his freedom. Because freedom always
finds a path to build peace. This film is dedicated to Aung San Suu Kyi. Still
prisoner in Burma."
Former Soviet leader Mikhail Gorbachev emerges from
one of the 300s as the cars arrived at the Berlin Town Hall carrying the Peace
Prize laureates. |
In the ad, as several black Chrysler 300s arrive at the Town
Hall, former Soviet leader Mikhail Gorbachev, former Poland President Lech
Walesa and Muhammad Yunus, founder of the Grameen Bank in Bangladesh, emerge
from the cars. They are all Nobel Peace Prize winners and serve as symbols
of peace and the struggle against all forms of oppression.
The ad also shows a white 300 smash through a replica of the Berlin Wall as
a further symbol of the need to break down barriers that divide people.
The climatic moment occurs when the Chrysler 300 goes up the steps of Berlin’s
Town Hall, but as the car’s rear door opens the seat is empty. Someone
is missing – Aung San Suu Kyi, who is still a prisoner in her own country.
A Chrysler 300 is surrounded by doves as it appears
to crash through the Berlin Wall in the new TV spot. |
The ad was launched Thursday on the Chrysler brand’s Web site (www.chrysler.com)
and then aired on FOX News’s “O'Reilly Report,” “Hannity’s
America” and “On the Record with Greta.” It also debuted
on Bloomberg’s “Market Today.”
In addition, visitors to the Chrysler Web site have an opportunity to join
the movement to free Aung San Suu Kyi by linking to YourFaceForFreedom.com.
Visitors can replace their Facebook profile photo with that of Aung San Suu
Kyi, which will be available for download from the site. On Dec. 10, when the
2009 Nobel Peace prize is awarded to President Barack Obama, Facebook will
showcase the faces of those calling for the immediate release of the Burmese
pro-democracy leader.
