Chrysler Goes Back To The Future With Lee Iacocca

According to The New York Times, former Chrysler chairman Lee Iacocca will be the spokesman in a series of upcoming commercials for the company.
Lee Iacocca.jpg
When Chrysler was facing backruptcy in the early 1980s, Iacocca appeared in Chrysler commercials, challenging viewers, “If you can find a better car, buy it.” The line will be reused, but this time will be spoken by Jason Alexander.
Personally, I’d rather see them bring back Ricardo Montalban to talk about the rich Corinthian leather.
25 years ago, Iacocca became famous–and turned around the company in the process. I wonder if it’ll work again. It also makes me wonder about their target audience: Does anyone under 30 know who Iacocca is, or what he did for that company? Or have they decided to focus primarily on an 35+ crowd? Does Iacocca still have any appeal now that he doesn’t run the company?

About Dan Goldgeier

Blogging on AdPulp since 2005, Dan Goldgeier is a Seattle-based freelance copywriter with experience at advertising agencies across the U.S. He is a graduate of the Creative Circus ad school, and currently teaches at Seattle's School of Visual Concepts. In addition, he is a regular columnist for Dan published the best of his columns in a book entitled View From The Cheap Seats: A Broader Look at Advertising, Marketing, Branding, Global Politics, Office Politics, Sexual Politics, and Getting Drunk During a Job Interview. Look for it on Amazon in paperback and e-book editions.


  1. My favorite take away from Iacoccoa’s book was that his name spelled out ‘I Am Chairman of Chrysler Corporation of America’.
    As for the tag line, it seems as though we’ve found better cars and have been buying them.

  2. Chuck Sanders says:

    See what you think of this new idea to replace “cash rebates” for auto sales!!!Don