How do you explain the ongoing success of Chrysler’s series of national TV ads, ones that have become a lightning rod for attention at broadcast time – and then ad infinitum, so to speak, on YouTube where they are replayed millions of times?

By now, we’re familiar with these ads, especially the “Eminem” Super Bowl ad from 2011 and the related Clint Eastwood ad at the same event here in 2012.

But there was also a Fiat ad starring Jennifer Lopez that created a lot of buzz. And even now, there’s a follow-up Fiat ad that hasn’t aired yet (starring Charlie Sheen) but still has 1.4 million recent views on YouTube.

All of this success can be largely attributed to both Chrysler executive Olivier Francois – and the quirky and footloose corporate culture that Chrysler seems to have embraced here in the post-bankruptcy era.

Francois is president and CEO of the Chrysler brand in North America, but also the chief marketing officer (CMO) for all of Chrysler Group, LLC.

He’s the executive responsible for Chrysler’s run of engaging national TV ads and he discussed the automaker’s success in this arena in a recent talk to the Automotive Press Association in Detroit.

He said there are still regional differences in advertising – that Europe tends to be more emotional and humorous but that they do not leverage “all things digital” as is done in the U.S.

“I’m trying not to bring a European flavor to this market, I’d never do that,” Francois said. “But to bring the best of my knowledge . . . because a human being is a human being . . . so to bring some experiences here and to test the market.