Screencap from Chrysler's 'Coming Home' campaign
Dragging out archival footage is nothing new for advertisers, especially during the holiday season. (Best example from recent years: Macy's.) It's the sort of thing companies do to remind the public of their past, their place in the community, and often to gloss over more current, less warm-and-fuzzy events.
Chrysler has taken that approach in its new "Coming Home" spot, which features a chronological roll-out of Chrysler vehicles, backed by some dreamy, Sigur Rós-esque music (actually "Sweet Disposition" by The Temper Trap, for those who care). The footage is fake -- staged to look vintage -- but the effect is the same.
Like most such spots, the ad doesn't say anything concrete about the company's future. In this case, that's particularly convenient, since Chrysler is behind the curve on new product development -- so far behind that CEO Sergio Marchionne is keeping the PT Cruiser in production.
That said, we've seen worse ads recently. We'll give this one a pass for now, but we can't say how much longer we'll be overwhelmed by charitable holiday spirit.