"Drive=Love" is a six-page unit with the theme line spanning the two facing pages set against pavement. They open left and right to reveal the remaining four pages with the headline, "It's something everyone should experience." There are life-style images showing people enjoying the Chrysler experience. A concept vehicle, the Chrysler Chronos, is shown, plus photographs showcasing all eight vehicles in the Chrysler family. Each is accompanied with a short paragraph on how love relates to each vehicle.
In addition to the six-page unit, new three-page ads were developed and focus on the brand design and engineering strengths.
"Watch" uses a close-up of a man's contemporary watch with the Chrysler winged badge logo as an integral part of the working mechanisms. The inside layout plays off this visual with the headline: "Passionately designed...precisely engineered." The photography consists of the full lineup of Chrysler vehicles and robotics inside a production plant.
"Faucet" also features the full lineup of Chrysler vehicles plus related lifestyle shots. The cover features an upscale, sophisticated faucet with the "hot" handle replaced by the Chrysler winged badge. On the inside spread the headline is: "Heat can be measured in Celsius, Fahrenheit and now sheet metal." The ad illustrates the Chrysler brand's passion for great design.
The print ads are targeted at a broad range of consumers and will begin appearing in fall issues of Esquire, Wired, Motor Trend, Vanity Fair, Sports Illustrated and Travel & Leisure.