Chrysler Takes on The Man of Steel

Apple took first place in 2011 and 2012 for the Brandcameo Awards, with products appearing in 42.5 percent of the top 40 U.S. box office hits. The placement, according to Front Row Analytics, was worth over $23 million. Second place was a three-way tie between Dell, Chevrolet and Ford with Cadillac, Coca-Cola and Mercedes-Benz coming in third. Automobile marketers have clearly seen major benefits from product placement in films and television.

In 2005, The Apprentice aired an episode that required two teams to create a marketing brochure for the 2006 Pontiac Solstice. During the episode, viewers were given first shot at pre-ordering the first 1000 Solstices by logging into a website and registering. They sold-out in 41 minutes.

Man-of-Steel-print-ad-1024x640That is more overt product placement than most, but building any brand is unique. The 2013 Ram 1500 is counting on a connection with Superman: Earth One,the Man of Steel, to brand the truck as strong and invincible. The film opens in theaters on June 14th featuring the Chrysler group of vehicles and coinciding with a series of marketing and advertising components. Chrysler has even enlisted DC Comic illustrator Shane Davis to create their print ads. The ads will run this week in USA Today through the July 4th weekend.

Additionally, a specially designed RAM 1500 ‘Man of Steel’ Power Wagon, complete with the ‘S’ insignia inside and out, will go on tour around the U.S., then auctioned off for charity.

Steven Heller, contributing editor at Print magazine and former Art Director at The New York Times (33 years!), understands all too well how illustrators can affect brands. In Steve Heller Success Stories, Heller delivers a talk that not only inspires, it hellerprovides ways to manage the collaborative relationship between client and designer. This OnDemand DesignCast has been a popular program, teaching audiences ways to maintain creative freedom. Our June Savings Event has this webinar listed at 50% off the retail price. Definitely worth downloading.


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Chrysler has used design components in their entire RAM 1500 promotion – from the custom-designed ‘Man of Steel’ Power Wagon to the illustration ads by Shane Davis, the grass roots promotion across the U.S. and the television and online video ads. David Sherwin’s Success by Design was created as a reference guide of best practices in the industry, illustrated with witty custom artwork, photographs, and infographics that help to convey complex topics in an easy-to-understand way, uncovering the philosophies, tools and methods of today’s logodesignsuccessful designers.The publication is currently 40% off its retail price for a limited time!

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