Chrysler may have worn out the welcome on its “Imported from Detroit” tagline that debuted during the 2011 Super Bowl, but the company has no qualms about reworking that memorable line for another, fictional city: Gotham City, home of vigilante superhero Batman. In a new commercial shown online and on TV networks, Chrysler will show off a modified version of its 300S luxury sedan that is “Imported From Gotham City.”
The fanciful clip uses brooding music from the upcoming film The Dark Knight Rises, and shows a warehouse in which technicians carefully disassemble a 2012 Chrysler 300S. They reinstall black wheels, matte-gray body panels, various weapon systems, and a rocket engine located in the rear bumper. The car, bearing the license plate “DK-300S”, blasts out of the warehouse in a manner similar to the way Batman’s famed Batmobile would exit his underground lair.
A spokesperson told us that a 2012 Chrysler 300S will be featured in the movie, and will apparently be driven by a government official.
The commercial arrives in part because Chrysler has formed a partnership with the producers of The Dark Knight Rises. At ImportedFromGothamCity.com, fans can use B-roll, music clips, and other elements to create their own 30-second commercial to advertise the Chrysler 300. A gallery of submissions will appear online June 30, and web users can vote for their favorite commercials.
Christopher Nolan, director of The Dark Knight Rises, will then pick his favorite commercial. The winning clip could be broadcast on national TV, while the creator will be flown to a red-carpet premiere of the new Batman film in New York City. Over 100 entries have already been submitted.
Of course, that’s not the only online contest that Chrysler Group is running at this summer. The Dodge brand is asking smartphone-wielding fans to keep an eye out for transporters carrying the new 2013 Dodge Dart to dealerships. Between July 7 and July 28, people who sport a Dart transporter can upload a photo or video to a special group on photo-sharing site Flickr. Dodge will randomly pick 25 entries to win a $50 gift card to the Dodge Life Shop — entrants from Canada receive $50 Canadian to spend at the Chrysler Canada Dodge Brand Gear.
If you’re thinking the Dodge Dart contest might encourage distracted driving, the automaker is one step ahead of you: Dodge will automatically disqualify any photo or video that appears to have been taken by someone driving.
Sources: Chrysler, Dodge