Undoubtedly, one of the most successful automotive advertisments in 2011 has been Chrysler’s “Imported from Detroit” spot, which paired Detroit native Eminem with the new Chrysler 200 sedan. Interestingly, Chrysler has seemingly followed up on the success of that ad with an inverted spot: a new Chrysler 300S commercial features former Eminem mentor Dr. Dre wheeling through the streets of Los Angeles.
The “Good Things”ad starts with similar imagery to the original “Imported from Detroit” commercial. The backdrop shown is Los Angeles at night, with Dre cruising in a new 300S (complete with Dre Beats subwoofer, of course) rolling past various backdrops around the city. As Dr. Dre cruises through the city, the voiceover waxes rhetoric about working hard and achieving American luxury. Fitting, as Chrysler/Lancia president and CEO Oliver Francois has frequently touted that idea — “attainable blue-collar luxury” as Chrysler’s brand mantra.