Chrysler is set to roll out its commercials, the latest phase of the "Imported from Detroit" campaign that started with the Super Bowl spot, now that dealers are receiving more cars.
Previously, the brand had impressed the ad industry with the Super Bowl spot for its Chrysler 200, but the launch commercials for the 2011 Chrysler 300 sedan had to be postponed until the dealers had sufficient supply.
The company’s three new spots feature three celebrities who are connected to Detroit and who embody the gritty can-do spirit of the city.
These are Detroit Lions Pro Bowl defensive lineman Ndamukong Suh, Detroit-born fashion designer John Varvatos who made it big in New York, and rapper Dr. Dre who launched the career of Detroit rapper Eminem, the star of the Super Bowl spot.
The commercial featuring Suh shows the football player driving the new Chrysler 300 as he retraces his humble origins in Portland. This spot began running during the NFL draft telecasts in late April.
The spot featuring Dr. Dre spot will show a new Dr. Dre sound system debuting in the 2012 300S, which will be on sale later in the summer. This spot will start airing in June. The three new spots were created by Portland, Ore.-based Wieden + Kennedy ad agency.