The campaign, by integrated agency DCH, will be based around the strapline "Different is what we do", to focus on the brand's "grittier, urban, no-nonsense" reputation.
It follows a , with the intention of making Jeep the company's only remaining global marque.
In an effort to re-connect with UK car-buyers, Chrysler will focus the activity around its Grand Voyage, 300C, C-class Delta and B-class Ypsilon models.
A collection of three TV ads will be supported with print, outdoor, digital, direct marketing and eCRM activity. The TV clip itself begins with a 300C model driving through Detroit, with scenes of car mechanics working in their overalls.
The car then emerges from a tunnel in London, and is joined by the rest of the rest of the Chrysler range.
Nigel Land, brand director at Jeep Chrysler, said: "These are exciting times for Chrysler, which has seen great success for the brand in the States, and established itself as a main competitor in the UK mass car market."
Chrysler is also sponsoring the NFL's UK screening of this weekend's Super Bowl at The O2.
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