A Voice from the Past, Powered by AI, Drives Stellantis’ Patriotic Push

Stellantis is reaching deep into its archives—and beyond the grave—for its latest ad campaign tied to America's 250th birthday. The carmaker resurrected the voice of Kevin Yon, best known for narrating Chrysler's 2011 "Imported from Detroit" Super Bowl spot, using AI-generated audio built from past recordings. Yon passed away in 2018, but thanks to machine learning, his gravelly, no-nonsense delivery lives on in “America Made Us,” the company’s new campaign produced by GSD&M to spotlight Chrysler, Dodge, Jeep, and Ram’s participation as the official auto sponsors of the America250 initiative.

The ad serves up a blend of Americana, from WWII-era Jeeps to backyard football games, all woven together by Yon’s voice reminding us that these vehicles—and the country—were built on grit, principles, and elbow grease. It’s a strategic callback not just to the patriotism of the original 2011 spot, but also to Chrysler’s blue-collar brand equity. Stellantis sees Yon not merely as a former narrator but as an enduring symbol of its comeback story. The move also extends into a range of activations, including limited-edition America250-themed vehicles and a giant patriotic building wrap at headquarters, timed for maximum Memorial Day buzz.

Of course, waving the stars and stripes in an ad requires more than just red-white-and-blue visuals these days. Stellantis recently had to tweak a separate "Built in America" campaign after watchdogs flagged inconsistencies with federal "Made in USA" guidelines. Even so, America250’s broader programming—ranging from a student storytelling contest to a military parade involving President Trump—positions this campaign as part of a much larger cultural and political moment. For Stellantis, it’s not just about celebrating America’s past—it’s about staking a claim in its future, one AI-assisted voiceover at a time.

Read more, and watch the spot, at AdAge.