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AUBURN HILLS, Mich. — Chrysler executives contend that they listened to the wishes from dealers when they launched their latest marketing strategy on New Year's Day.

Basically, the automaker leveraged the audience watching some of college football's most anticipated bowl games to roll out its advertising campaign, which was intended to do more than just sell vehicles.

The strategy was meant to reach beyond just consumers. The automaker indicated that its campaign "Coming Home" seeks to connect with its many suppliers and partners as well.

Chrysler executives also stressed that the campaign was created not only in response to requests from dealers. They went on to mention additional research that found that consumers do not realize that Chrysler has emerged from bankruptcy, operating with a new alliance partner and product plan.

Officials explained that the television ad features a driver bringing home a leather travel bag throughout the years in various Chrysler, Dodge and Jeep vehicles. Executives pointed out that the travel bag symbolizes the continuation of life with all Chrysler Group brands and is the string that ties the entire story together.

While various Chrysler, Dodge and Jeep vehicles are featured throughout, the ad begins with a 1930s Chrysler Airflow and ends with a 2010 Chrysler 300 sedan.

The campaign ran during several college football games, including the Rose Bowl, the Outback Bowl, the Sugar Bowl, the Liberty Bowl and the Fiesta Bowl.

Officials also noted that the ad also will continue to appear on the Chrysler, Dodge, Jeep and Ram brand Web sites.

"This ad tells a story of Chrysler products bringing home loved ones throughout the years and our commitment to continuing to bring them home," explained Olivier Francois, head of marketing for Chrysler.

"It was important to tell this story during the holiday season because it is a time when families come together," he continued.

"We want current and future customers, suppliers and partners to know that we are here and we are committed to earning their trust and restoring our reputation," Francois concluded. 

Chrysler Group Appoints Assistant Treasurer, Chief Investment Officer  

In other news from the automaker, Chrysler appointed Robert Watson, who has been with the company since 1985, to serve as its assistant treasurer and chief investment officer.

This move was effective Wednesday.

Watson's responsibilities in this post include the management and investment strategy of the Chrysler Group Pension funds for both the U.S. and Canada. He reports to Walter Bodden Jr., Chrysler's vice president and treasurer.

While at Chrysler, Watson has held various positions within the finance organization, including his most recent post as senior manager — alternative investments within the treasury organization.