Chrysler 300 TV spots to feature celebrities with Detroit connections
Photo credit: Detroit Lions
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NEW YORK -- Chrysler will break television spots for the 2012 300 on May 4, featuring three celebrities: rapper Dr. Dre, NFL rookie of the year Ndamukong Suh, and designer John Varvatos.
Olivier Francois, head of Chrysler marketing and Chrysler brand CEO, said the campaign will emphasize "the American approach to luxury" by portraying "people who made it in life by working hard." Francois showed the ads during a press conference at the auto show here today.
Continuing the "Imported from Detroit" campaign that Chrysler used for the 200, the new spots feature celebrities with a Detroit connection: Dr. Dre produced Eminem recordings, Suh plays for the Detroit Lions, and Varvatos is from the Detroit area, Francois said.
In an interview, Francois said the 300 will have another tie-in to Dr. Dre, who created the popular Beats headphones. The S version of the 300, aimed at what Francois describes as "urban trendsetters," will have the first Beats audio system in a car, he said.
Chrysler also showed two other versions of the 300 -- the Executive version, featuring a chrome mesh grille, heated steering wheel and real-wood interior trim; and the performance SRT8.
You can reach Dave Guilford at dguilford@crain.com. -- Follow Dave on 
