Chrysler is continuing the use of the “Imported From Detroit” theme to advertise its new 300 sedan. The phase first premiered for a Super Bowl commercial that featured the new 200 being driven by rapper Eminem through the streets of Detroit. In addition to the millions who viewed it during the big game, the ad currently has over 10 million views on Youtube.
The automaker is hoping to emulate that success with a more meaningful take on the theme that centers on the 300. Chrysler targeted celebrities who not only have ties to the Motor City, but have come from humble beginnings and earned their success through hard work and determination.
The first commercial features Ndamukong Suh, a NFL "Rookie of the Year" and defensive lineman for the Detroit Lions, who is driving a 300 on his way to visit his mom in his hometown of Portland, Oregon. The second video shows Detroit-born fashion designer John Varvatos driving a 300 to his New York City studio and playing records by Motown-based bands. Another is in development featuring hip-hop legend Dr. Dre, which is expected to debut in June. Additionally, Chrysler will be the first automaker to use the artist’s new Beats by Dr. Dre system, which is his recent project to improve the quality of sound. The new 300S will showcase the new system which includes placement of speakers in the instrument panel, the doors and the rear-shelf area.
"The individuals in these commercials represent more than success stories," said Chrysler brand CEO Olivier Francois in a prepared statement. "They represent a brand of determination that Detroit has come to stand for. These are true stories of people who define the target customer for the all-new 2011 Chrysler 300."
Watch the videos below and voice your thoughts. Are the commercials effective? Which one did you like best?