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The
proposed association between the Lancia and
Chrysler brands outlined in Detroit last month
has been demonstrated in a rapid overlap of
marketing strategies with a new Chrysler film
that replicates the Lancia production shown at
the recent World Summit of Nobel Laureates. The
Chrysler brand has joined up with Lancia
Automobiles and the international community in
the movement to call for the release of Aung San
Suu Kyi, Burma’s pro-democracy leader and 1991
Nobel Peace Prize Laureate, who has been in and
out of house arrest since 1989.
The 30-second
film was initially created as part of the Lancia brand’s
sponsorship of the 10th World Summit of Nobel Peace
Laureates in Berlin Nov. 10-11, 2009, for which the theme
was "Knocking down new walls and building bridges for a
world without violence.” The timing of the summit also
coincided with the 20th anniversary of the fall of the
Berlin Wall. The film first aired in Europe on Nov. 12.
The Nobel Peace
organisation has led the international effort to raise the
awareness of Aung San Suu Kyi’s plight and energize the
movement for her release. Through the film, featuring the
Chrysler 300, the Chrysler brand is demonstrating its
commitment to supporting social issues and defending human
rights around the world.
“We produced the
TV film in honor of all those who put their lives at stake
in the hopes of making the world a better place,” said
Oliver Francois, President and CEO – Chrysler Brand,
Chrysler Group LLC, who is also the Managing Director of
Lancia Automobiles. ”In particular, those men and women who
are still prisoners, like Aung San Suu Kyi. For Chrysler,
this is a chance to use our brand image to join with others
in the fight for peace and to knock down the walls that
divide us. We at Chrysler believe in doing the right thing
and making a difference.”
The film opens
at the Brandenburg Gate, a symbol of the reunification of
the two sides of Berlin, and continues with images of the
Berlin Wall, those sections that still exist, as a Chrysler
300 drives by on its way to the front of the city’s Town
Hall, host of the summit.
The voiceover,
which continues throughout the film, says: "It is possible
to build walls that separate city from city, nation from
nation, people from people. But it is impossible to build a
wall that separates man from his freedom...Because freedom
always finds a way to create peace. This film is dedicated
to Aung San Suu Kyi. Still a prisoner behind a wall of
silence."
As the 300
arrives at its destination, men and women, who are the
symbols of peace and the struggle against all forms of
oppression and violence, get out of the cars. Those featured
include Mikhail Gorbachev, Executive President, Soviet
Union, 1989-1991; Lech Walesa, President, Poland, 1990-1995;
and Muhammed Yunus, founder of the Grameen Bank in
Bangladesh in 1983, who believes that credit is a
fundamental human right.
As the music
reaches its emotional crescendo, viewers see that one of the
Chrysler 300s is different from the others – it is white.
The vehicle comes to the Berlin Wall, a symbol to people
around the world of liberty denied, then smashes through it,
transforming the explosion into a flight of white doves, a
universal symbol of peace. The Chrysler 300 goes up the
steps to the Town Hall, but as the car’s rear door opens,
the seat is empty. Someone is missing. It is Aung San Suu
Kyi, who is still a prisoner in her own country.
The Chrysler
film has had its initial break on the brand’s website today
(December 3) and will then air throughout the day on FOX
News’s “O'Reilly Report,” “Hannity’s America,” and “On the
Record with Greta,” and on Bloomberg’s “Market Today.”
In addition,
visitors to the Chrysler brand site will have the
opportunity to join the movement to send a message of
freedom and solidarity by linking to YourFaceForFreedom.com.
Visitors will be able to replace their Facebook profile
photo with that of Aung San Suu Kyi, which will be available
for download from the site. Then on Dec. 10 when the Nobel
Peace prize is awarded to Barack Obama, the Facebook media
platform will showcase the faces of those calling for the
immediate release of the Burmese leader.
ItaliaspeedTV:
Chrysler film dedicated to Aung san
Suu Kyi
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