Archive for November, 2009
The Richards Group, the creative force behind Chrysler Corporation’s new ad campaign for Ram truck, recently turned to GreenLight. in order to secure permission to use iconic personalities Albert Einstein and boxing great, Muhammad Ali for a new ad. The agency wanted to imbue the rugged but intelligently designed RAM truck with human attributes like “brain” and “brawn” and who better to personify these characteristics than these legendary men? With just days before the spot was due to air, GreenLight was able to leverage its unprecedented relationships to contact the appropriate rights holders for Ali and Einstein, negotiate fees within the budget and obtain creative approval – allowing the spot to premiere during game six of the World Series.
The spot furthered Chrysler’s drive towards innovation, and GreenLight was there to support The Richards Group in making this project launch within the tight deadlines.
Please read the Case Study for this innovative campaign.