After making a splash with its unprecedented two-minute Super Bowl ad showcasing rapper Eminem, Chrysler is announcing today plans to keep its urban music theme with a new ad campaign starring rap entrepreneur Dr. Dre.
But the ads for its new 300 sedan seek to portray the 300 as a car that drivers aspire to own. They portray luxury as something earned through hard work, not only with Dre, but in additional ads featuring NFL rookie sensation Ndamukong Suh and high-fashion designer John Varvatos.
"This will be a breakthrough in terms of how you speak about luxury (in) this country," says Olivier Francois, CEO of the Chrysler brand. "It doesn't speak about luxury in terms of just aesthetic, but about luxury in terms (of) the spirit."
Each ad will show the personalities hard at work or visiting their humble roots. The ads plant the idea that buying the just-redesigned 300 is a reward for labor.
The announcement will be made today at the press preview for the New York International Auto Show. The ads begin airing next month.
Chrysler is being closely watched in the ad community for its new, brash attitude. It began its successful "Imported from Detroit" campaign with the artsy, hip-hop-themed, long-form Super Bowl ad with Eminem, the midsize 200 and scenes of Detroit. The idea was that the city — and Chrysler — are on the rise.
Chrysler Group, now run by Fiat, still is recovering from its 2009 bankruptcy reorganization and remains partially owned by the U.S. government.
Unlike the Detroit-made 200, the full-size 300 is made across the river in Windsor, Ontario. But the automaker says the campaign is meant to invoke the "spirit" of the Motor City. Chrysler's headquarters is in Auburn Hills, a Detroit suburb.
With both the stars of the ads and the car, the goal was to "keep it real." Francois says the celebrities were chosen because they are authentic success stories, not just famous. The car, too, is shown as true luxury, not a pretender.
"This is a departure from traditional advertising," Francois says. "I want to be at least as visible as my competitors — (even) without having the same resources."
But the ads for its new 300 sedan seek to portray the 300 as a car that drivers aspire to own. They portray luxury as something earned through hard work, not only with Dre, but in additional ads featuring NFL rookie sensation Ndamukong Suh and high-fashion designer John Varvatos.
"This will be a breakthrough in terms of how you speak about luxury (in) this country," says Olivier Francois, CEO of the Chrysler brand. "It doesn't speak about luxury in terms of just aesthetic, but about luxury in terms (of) the spirit."
Each ad will show the personalities hard at work or visiting their humble roots. The ads plant the idea that buying the just-redesigned 300 is a reward for labor.
The announcement will be made today at the press preview for the New York International Auto Show. The ads begin airing next month.
Chrysler is being closely watched in the ad community for its new, brash attitude. It began its successful "Imported from Detroit" campaign with the artsy, hip-hop-themed, long-form Super Bowl ad with Eminem, the midsize 200 and scenes of Detroit. The idea was that the city — and Chrysler — are on the rise.
Chrysler Group, now run by Fiat, still is recovering from its 2009 bankruptcy reorganization and remains partially owned by the U.S. government.
Unlike the Detroit-made 200, the full-size 300 is made across the river in Windsor, Ontario. But the automaker says the campaign is meant to invoke the "spirit" of the Motor City. Chrysler's headquarters is in Auburn Hills, a Detroit suburb.
With both the stars of the ads and the car, the goal was to "keep it real." Francois says the celebrities were chosen because they are authentic success stories, not just famous. The car, too, is shown as true luxury, not a pretender.
"This is a departure from traditional advertising," Francois says. "I want to be at least as visible as my competitors — (even) without having the same resources."
Eminem TV ad for those who havent see it yet:
i feel like going over to burbank studios and killing dr dre and stealing detox material so i can satisfy the fans
ReplyDeleteOhhhh man,
ReplyDeleteDetroit isn't the only place great vehicles are made, The West Coast Puts out the Best vehicles on the road; Chevrelet!!! C'mon, who's representing here? Goes to show, money will buy anyone!!!