One of the brands hit hardest by the global financial meltdown of recent years was US car giant Chrysler, which was forced to accept a US government loan.

But after a debt restructuring deal in 2011 which saw it come under the control of Italy”s Fiat, the company is in much better shape; so much so that it has relaunched its flagship Chrysler brand into the UK this week.

Using the NFL Super Bowl as its launchpad, the company aired a TV ad that positions Chrysler as a gritty and urban brand. It sees a Chrysler driving through Detroit then going through a tunnel and popping out in London.

This reflects the Chrysler brand”s communications strategy in the US, where it is making much of its historic connection with fabled “motor city” Detroit.

The new ad, from agency DCH, uses ‘;Different is what we do’; as its strapline. In addition to TV, the campaign will run across press, outdoor, online and direct marketing. Although Chrysler has been out of the UK market for a few years, it has the necessary framework to re-engage with consumers.

Aside from Fiat”s infrastructure, Chrysler brand Jeep has maintained a presence throughout the crisis. Like Chrysler, Jeep trades off its image as a tough, no-nonsense, American brand.