One of the ad industry’s biggest grievances is when someone steals your creative concept. Especially if you spent $3 million to air your brainchild during the Super Bowl. So Chrysler took action from their own copy from the Eminem 200 commercial. This is the Motor City and this is what we do. AutoGuide.com reports that in an attempt to capitalize on Chrysler’s ‘Imported from Detroit,’ ad slogan, a group of Jeep Dealers made up their own printed slogan ‘Imported from Toledo,’ complete with a stylized image of a classic Jeep nose.
One dealer even placed the logo on the doors of a Wrangler and drove it onto the ice during the Toledo, Walleyes minor league hockey game. Needless to say, Chrysler brass weren’t too impressed with this unofficial idea and have now put the kybosh on the campaign, fearing that it will detract from their original slogan and cause confusion among buyers.
The ‘Made in Toledo’ idea is said to have originated at Monroe Dodge/Jeep in Monroe, Michigan (just across the state line from Toledo), where store owner Ralph Mahalak Jr. made up some 600 shirts with the logo, designed to celebrate the iconic Jeep brand’s 70th anniversary.
Said shirts were reportedly selling for $19.41 a piece, but now to prevent a trademark battle, Mahalak has elected to give the shirts away, offering one to each customer that comes into his store to test drive a Jeep vehicle.
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