Half-time

Last year I was deeply impressed by the Chrysler half-time super-bowl ad.  It worked visually with a superb script that had an emotional punch and a very good example of how to approach brand re-invention.  This year Chrysler tried to produce a successor ad 'Half-time' with the focus on the broader brand rather than a particular car as a means to promote the brand.

Obviously the success and power of the first ad went to someone's head as this ad is a complete failure. Leaving aside the obvious political subtext that can be drawn from it, it simply doesn't work.  Visually it is a mess.  The script tries to link with broader American values but it is done in such a clunky fashion that not even a Clint Eastwood growl can give emotional punch to it.  Chrysler has managed to go from producing a casebook example of how to to a casebook example of how not to.