Chrysler turns to ground game with new "Second Half" ads post Super Bowl
 

<p align="justify"><img src="http://www.blogcdn.com/www.autoblog.com/media/2012/03/tommy-and-the-ram.jpg" alt="Jeep Superbowl" width="225" height="95" hspace="10" border="0" align="left"/><strong>Chrysler today is launching a continuation of its Halftime In America ad effort for the Ram pickup, Chrysler 300, Dodge Challenger and Jeep Wrangler.</strong>

The new ads do not feature Clint Eastwood, as the February Super Bowl ad did.

The Ram ad, titled "Tommy and The Ram," is a vignette that depicts a wife's admiration for her husband's hard work and determination to provide for his family in any economic environment. There is a great line in this ad as he drives his Ram to a job site: "Where there's a truck, there's a job." The idea here is that as long as he has a reliable truck, he always has a chance to earn.

The ad for the Chrysler 300 is told through a father talking about his pride in his son making his own way in life, while the Wrangler spot is told through the story of a young daughter adapting to a new life and new city with her family.

The ads will be breaking during the NCAA Men's basketball semi-finals, NHL games, NASCAR, Mad Men and the American Country Music Awards.

Watch all four ads below.
The series of ads is a much stronger follow to this year's Super Bowl ad than the ads that followed last year's Super Bowl ad featuring Eminem.

The story-telling ads, created by Portland, Ore.-based Wieden & Kennedy, may strike some as schmaltzy. But some of the best, most memorable ads in history have drawn on schmaltz.

But in our opinion, these TV spots are among the best "story-telling" ads we have seen in the car category in years. There are an awful lot of women, in particular, who will identify with ads like the Ram ad. What we like in the depiction is that it's clear that this husband and wife are a team, and that they each value what the other does a great deal to hold house and home together in the face of hard economic times.

It remains to be seen if the ads' messages of independence and self reliance get politicized as the Super Bowl ad was, with Republican pundits complaining it was an ad meant to favor President Obama.

Ironically, the messages in these ads, which Chrysler is calling its "Second Half" campaign, about self reliance and determination (we hear in the Ram ad that our hero refused financial help from his father-in-law) is probably thematically closer to campaign-year Republican rhetoric than Democratic.

Watch all four ads below and let us know what you think of them in the comments.

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those ads are rubbish!. completely uninspiring, everything is dark and the music is depressing. what are they selling anyway? someones dull and miserable life story.

glad the Jeep ads here are a lot better. best one were the wranglers showing Tom Hafey and also one that showed an old CJ in the teeming rain along the latest models

I heard a rumour that a Jeep jamboree ad will be available soon ;)

that's because CJD are re-building a brand here.

Over in the US the big 3 are with the help of the government trying to rebuild an economy and a manufacturing environment! lol

OK, i get it; subliminal messages here. the USA is knackered so everyone stop having fun, face up to reality, knuckle down, get to work and do your stuff. meanwhile, buy a new Chrysler in the process without borrowing money

+ or the boogie man will get you (the boogie man is currently the Muslims).