America’s Import: Redefining Grit with Bob Dylan.

Reintroducing an iconic American brand on the world’s biggest stage requires more than a commercial—it requires a manifesto. At a time when the category was obsessed with specs and "imported" luxury, we chose to redefine what luxury meant by tethering it to American grit, resilience, and soul.

The Insight: "Imported" had become synonymous with quality, leaving Detroit in the rearview. We decided to flip the script: if the world wanted the best, they had to import it from us.

The Strategy: A cinematic partnership with Bob Dylan. By aligning Chrysler with the ultimate voice of American rebellion, we transitioned the brand from a manufacturer to a cultural symbol of national perseverance.

The Reach: Generated massive brand lift and became one of the most discussed moments of the Super Bowl, earning coverage from Rolling Stone, ABC News, and Bleacher Report.

The Subversion: The "America’s Import" line became a linguistic tool that redefined the brand’s origin story, proving that strategic storytelling can shift global perception.

The Satire Proof: The campaign’s impact was so immediate it was parodied by Conan O’Brien, the ultimate metric for an idea that has officially broken into the general consciousness.

Impact

Extended the reach of an iconic voice without compromising what made it iconic in the first place.

The Impact

• National cultural relevance
• Significant brand lift and awareness
• Positioned Chrysler within a more emotional,
story-driven space

Press and Recognition

Conan O Brian Show

Bleacher Report

Rolling Stone

ABC News

Honors and Awards

• Cannes / Finalist
• Archive Magazine / TV
• D Show / Best in Show

Directed By: Arnaud Uytennhove