New cars and the entertainment industry go way back – at least as far back as the Mack Sennett’s cops hurtling around the back lots of Hollywood’s Keystone Studios.
Since those early days, product placement has become something of a science with manufacturers eagerly jostling for position to have their products appear in one or more of the promised summer blockbuster movies.
Earlier today, Chrysler announced its latest tie-in, this time with the Sony Pictures Entertainment’s Total Recall (a remake of the 1990 Arnold Schwarzenegger film of the same name that, like the latest version, is based on the Philip K. Dick short story “We Can Remember it for You Wholesale”).
Not your father’s hovercar
In the film, which takes place in the future, sleek Chrysler and Dodge branded hovercraft flit about the big screen. But lacking any current models capable of levitating, the company has, in their stead, launched a co-branded commercial featuring the less-futuristic but much more available Chrysler 200 Convertible.
Chrysler puts it thusly:
As the fast-paced TV spot demonstrates, the Chrysler winged logo is more than just a badge, it is a commitment to give drivers wings. The ad, titled “Wings,” sets out to show how the driving excitement that the Chrysler hovercars provide in “Total Recall” in the year 2084 is the same that can be experienced today behind the wheel of a 2012 Chrysler 200 Convertible. This parallel is clearly visible when both the branded “hero” hovercraft and the Chrysler 200 Convertible effortlessly dance through an urban environment, only to merge into one at the end. The voiceover says, “The year 2084 is a long time to wait for an exciting driving experience. We don’t put wings on our cars just so you can keep up with today, the future is here and the sky is the limit … the 2012 Chrysler 200 Convertible in dealerships today. ‘Total Recall’ in theaters Aug. 3.”
A similar spot featuring the Chrysler 300 will be created for international audiences (the 200, for obvious reasons, isn’t sold beyond our shores).