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NEW CAMPAIGN TAPS CHRYSLER MOMENTUM

 HIGHLAND PARK, Mich., Feb. 2 /PRNewswire/ -- "Pendulum," a dramatic television commercial scheduled for airing beginning Feb. 3 during prime time on all three major networks, is the centerpiece of a new corporate advertising campaign offering third-party evidence of Chrysler's momentum. The campaign also includes an eight-page magazine and newspaper insert scheduled for major publications in late February and in March. The publications include U.S. News & World Report, Business Week, Forbes, Fortune, People, Time, Newsweek, Sports Illustrated and USA Today.
 In the TV spot, a large pendulum swings through time, bringing the viewer from 1987, when more than one-and-a-half million people traded in their American vehicle for an import, to 1992. The commercial points to Chrysler's accomplishments in that span of time, and the accolades earned by the company's newest products. In the end, the pendulum crashes through its glass encasement, illustrating the point that "the momentum is ours to lose."
 Media commentary is incorporated in the campaign to reinforce Chrysler's product success story. Also cited are the Motor Trend "Truck of the Year" award for Jeep Grand Cherokee Laredo V8, the Automobile Magazine "Automobile of the Year" award for Dodge Intrepid, Eagle Vision and Chrysler Concorde, and the sales records set in 1992 for Chrysler minivans.
 Produced by Bozell Worldwide, the new campaign is a statement of Chrysler's resolve to be a leader in a tough and highly competitive business, and retains the tag line, "In the car business you lead, follow or get out of the way."
 -0- 2/2/93
 /CONTACT: Jim Crawford of Chrysler Corporation, 313-956-2894/
 (C)


CO: Chrysler Corporation ST: Michigan IN: AUT ADV SU:

SM -- DE023 -- 2098 02/02/93 17:21 EST
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Publication:PR Newswire
Date:Feb 2, 1993
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