W+K Portland Brings Premium Patriotism to Chrysler's President's Day Ads

Wieden+Kennedy Portland & the Chrysler brand have launched a new campaign 'Premium to the People,' featuring actors Martin Sheen and Bill Pullman. The campaign launches with two commercials – 'American-est' and 'Swerve' – both featuring the Chrysler 200 and Chrysler 300. The 60-second 'American-est' ad launched online, in addition to the 30-second 'Swerve' that launched across both television and online on February 15 (President’s Day). Additional television spots will roll out in the coming weeks and months. A 30-second version of 'American-est' debuted across television on Sunday, February 14.

Martin Sheen, known to audiences for his Emmy-nominated portrayal of President Josiah Bartlett in Warner Bros. Television’s critically acclaimed television series 'The West Wing,' and Bill Pullman, known for his role as President Thomas J. Whitmore in the summer movie blockbuster 'Independence Day,' reprise presidential roles in a series of new television spots. The first two commercials of the series, feature Sheen as a 'former president' in the 2016 Chrysler 300 and Pullman as a 'former president' in the 2016 Chrysler 200. The multifaceted campaign includes TV and print ads, digital and social components.

"‘Premium to the People’ conveys the state-of-the-art technology, key safety features, high-grade interiors and beautiful design while staying consistent with the Chrysler brand's overarching message brought forward since ‘Imported from Detroit’,” said Olivier Francois, Chief Marketing Officer, FCA Global. “We salute hard-working American men and women, and believe they have the right to drive a car they can feel proud to have in their driveway.”