Chrysler LLC's wants its new ad campaign to show that the automaker is taking customer's dreams and getting them into Chrysler cars, and trucks.

Executives unveiled Monday the new "If you can dream it, we can build it" campaign, which debuts April 14. They also showed off the marketing plans for the Dodge Journey crossover, which kicks off this week.

The new campaign portrays the now-private automaker as quicker to respond to customer needs. Chrysler Chief Marketing Officer Deborah Meyer said the company's already made 400 changes to 2008 and 2009 models based on customer feedback.

It's the latest in a series of image-building campaigns, she said. The first of such ads, the "New Day" campaign, aired in February. "The new Chrysler is nimble, fast and aggressive," she said. "The only way we can do that is to be very in touch with the consumer."

The first television spot, "Assembly Road," debuts during professional basketball and hockey games next week.

It shows an incomplete vehicle rolling off the assembly line and onto the open road. As a chassis rolls down the road, various people such as school children, a construction worker and others run to place components onto the car, such as My Gig entertainment system and Swivel 'n Go seating. The campaign also features print ads and ties into Chrysler's recently launched Consumer Advisory Board -- an online community of between 2,000 and 5,000 people, where users can give their advice to the company and answer questions from Chrysler staffers.

The ad is the latest attempt for the smallest of Detroit's automakers to define is brand image, said Dave Regan, an instructor in Michigan State University's Advertising, Public Relations and Retail Department. The most famous of Chrysler's previous branding attempts was Lee Iacocca's "If you can find a better car, buy it" ads.

"This listening to customer message is not new, but it's a good one, especially the idea of showing it literally," he said. "It remains to be seen how it will be executed," and if customers will believe it.

Dealer Alan Helfman said corporate image improvement is nice, but he doesn't want the automaker to stray from featuring cars and trucks in its ads.

"I'm a big believer in the cars sell cars approach," Helfman said, the owner of River Oaks Chrysler Jeep in Houston.

Chrysler on Monday also unveiled a product-focused marketing push for the Journey crossover. That launch will be the automaker's largest-ever online effort, with 29 percent of total spending going toward the Internet. Two years ago, 5 percent of a marketing launch budget was dedicated toward online.

Meyer said she thinks online advertising is growing because the company gets feedback from Web users and uses that data to tailor its message for a wider audience.

Television ads still account for 54 percent of the launch budget, and print, radio and cinema ads round out the spending.