Fiat Group Automobile is hoping a £10m marketing drive will re-establish the Chrysler brand in the UK.

The £10 million Different Is What We Do campaign is led by three major television commercials, the first of which was a 60-second film during the break in Sky TV’s coverage of the Super Bowl last Sunday.

Further terrestrial and digital TV advertising is planned, along with press, online, direct and electronic marketing.

The positioning of the advertising draws heavily on the unique nature of Chrysler’s branding, and includes the US giant’s entire UK model range: the highly successful Grand Voyager people carrier, stunning new 300C executive saloon, versatile Delta hatchback and Ypsilon, Chrysler’s first supermini.

The TV commercial, coordinated by integrated advertising agency DCH, opens in Detroit, USA, and shows the new 300C cruising through the Motor City before emerging from a tunnel on to the streets of inner London, where it is joined by the rest of the Chrysler range.

“These are exciting times for Chrysler,” says Nigel Land, brand director, Jeep Chrysler UK. “The brand’s great success in the States is widely recognized, and this will help us to establish Chrysler as a main competitor in the UK car market.

“From the Motor City, Detroit, Chrysler celebrates the car industry and its people and the pride in the things they make. It features a story of resilience not dissimilar to many around the UK and Europe. Chrysler's Different Is What We Do line is set to become a confident movement statement.”

Chrysler’s range starts at £10,695 for the Ypsilon 1.2S. Chrysler Delta starts at £16,695 for the 1.4 T-Jet 120S, while Grand Voyager’s entry price is £28,225.

The new 300C will become available in the UK later this year.