Fait is taking a chance on Charlie Sheen in hopes of generating sales. The company is betting that the edgey appeal of Sheen will generate more hype for the vehicle, which has been suffering in sales.
The use of Charlie Sheen as a spokesman has generated questionable publicity, Chrysler’s chief marketing officer, Olivier Francois, stands behind his pick, stating, “He [Sheen] definitely has a bit of the scorpion in him.” Francois was the mastermind behind the “Imported from Detroit” ads which starred Eminem, and this years “Halftime” ad using Clint Eastwood. Advertising Age went on the record stating, “From drug use to allegations of domestic abuse, Charlie Sheen is a portrait of bad behavior.”
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