Chrysler/Fiat is running “Second Half In America”, a television advertising campaign continuing on from the “Halftime in America” Super Bowl ad featuring Clint Eastwood. Four spots for Chrysler, Dodge, Ram and Jeep connect the brands with the rising sense of hope of four different families starting new businesses, narrated by parents. The commercials, released on four different Youtube channels this week, will air during the NCAA men’s basketball seminfinals and finals, on CBS at the American Country Music Awards and on AMC during “Mad Men.”
Not all of us grew up with everything we wanted. That’s why it’s important to take risks, as scary as they might be sometimes. Dream big, set your own course and shoot for the stars and the world will hear the roar of our engines. We didn’t grow up fancy. I worked long hours and I didn’t see Steven much, but Wednesday nights his mom let him stay up and watch me play cards with the boys. He’d sit on my lap and I’d teach him the game. And for the last thirty years he’s shown me that those evenings, that time, he was watching. When he started his own firm, people thought he took a gamble, but it isn’t that way when you know what you are doing. I don’t always agree with him, but he’s making the game follow him. And that makes him his father’s son. Click on the image below to play the Chrylser 300 My Son Steven video in YouTube (HD)
Sometimes change can be tough, waking up in a different town with different people. But it’s our resilience and our ability to adapt that sets us apart. If we can’t find a way, we’ll make one. I guess I like it here okay. It’s just weird to see all of our stuff in a different house, to be in a different town. To be getting up so early. To be sharing a bathroom with Ryan. Mom’s up early too. She’s got a job now. My school is okay. Mom says the bus is a good place to make new friends. I’ll do it, but not yet. I’m getting used to everything. I like this town. I like getting up early. I like riding together in the morning. I think we’re in the right place. I guess I’m just glad to get going. Click on the image below to play the Jenny and the Jeep Wrangler video in YouTube (HD)
The word sacrifice has many meanings. Sometimes it can mean a man who serves his country. Other times it can mean a son who doesn’t get to see his father. In the end, what’s important is that we’re here for each other. All that matters is what’s ahead. They didn’t say anything, but I knew it was hard. They felt like they had to be brave for me, said I had enough to worry about. Shaun stepped up; you wouldn’t get a complaint out of that boy for a hundred dollars. I know he missed me. Sometimes when we ride to school, he can’t stop talking, asking me questions. Other times he’s quiet. It’s just the two of us and we ride. I know what it means. It means that he needs me and I’m here for him. He had to wait for his father and now that I’m here, he’s going to learn everything I know. Click on the image below to play the Shaun and the Challenger (Dodge) video in YouTube (HD)
Times have been tough, but you didn’t complain. You didn’t stay home feeling sorry for yourself because you knew where there’s a truck, there’s a job. It’s that perseverance that defines America’s spirit of resilience. This country can’t be knocked out with one punch. Tommy, I know you’re busy, but I’m leaving you this message. I just wanted to tell you that I know it’s been hard and you never once complained or stayed home feeling sorry for yourself. You just said, where there’s a truck, there’s a job. You were so stubborn. You wouldn’t even let us take help from Dad and you were right. Have a good day today, babe. I know you’ll be late but there will be supper in the oven and I love you. Click on the image below to play the Tommy and The Ram video in YouTube (HD)
The Halftime in America campaign was developed at Wieden+Kennedy Portland by creative directors Aaron Allen, Michael Tabtabai and Joe Staples, copywriter Smith Henderson, art director Jimm Lasser, producer Bob Wendt and Kirsten Acheson, executive producer Corey Bartha, project manager Tamar Berk, executive creative directors Mark Fitzloff and Susan Hoffman, agency executive producer Ben Grylewicz.
Filming was shot by director David Gordon Green via Chelsea Pictures with executive producers Allison Amon, Lisa Mehling, Patrick McGoldrick, line producer Melinda Nugent, director of photography Eric Treml.
Editor was Tommy Harden at Joint Editorial with assistant editor Nicholas Davis, junior editor Kelly Brickner, post producer Ryan Shanholtzer and Jennifer Patterson, post executive producer Patty Brebner.
Visual effects were produced at Method Studios by executive producer Robert Owens, Flame artist Kelly Bumbarger and producer Amanda Reavis.
Music and sound were produced at Revolver Studios by composers Allison Ables (Ram, Dodge, Chrysler), and Zoe Keating (Jeep), with producer Collin Hegna. Sound was mixed at Lime Studios by Mark Meyhaus with producer Jessica Locke.