Eminem and Chrysler may extend their partnership in new ads

Article by Christian Andrei, on February 11, 2011

It appears that the team-up between rap star Eminem and Chrysler isn’t likely to end with the Super Bowl commercial. The Detroit Bureau reported that CEO Olivier Francois is set to meet with Eminem to discuss future spots for the automaker.

In the two-minute “Born of Fire” Super Bowl commercial, Eminem was seen driving a Chrysler 200 while passing through Detroit.

The ad ended with the lines, “This is the Motor City. And this is what we do.”

What the commercial’s message basically is that Chrysler is back after having gone through a government-backed bankruptcy in 2009. At the Chicago Auto Show, Francois told The Detroit Bureau that a follow-up to the spot would only be made if it were relevant, not just for the sake of working with a celebrity.

When probed for further details, Chrysler said that it does not discuss any business dealings. Eminem rarely gets involved in commercial endorsements but in the Super Bowl XLV, he made two. The other one was for an animated Lipton Brisk iced tea commercial. [via autonews - sub. required]

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