BILL SHEA

Chrysler launches new Detroit-themed TV spot

Bill Shea covers marketing and media issues for Crain's Detroit Business, an affiliate of Automotive News.

DETROIT -- A new, 60-second TV commercial for the 2012 Chrysler 300 is scheduled to debut during Thursday's Detroit Lions-Green Bay Packers nationally televised game.

The spot features Lions defensive tackle Ndamukong Suh and metro Detroit neighborhoods and people, similar to the "Imported from Detroit" spots unveiled during the Super Bowl in February.

It also features the 1917 Edgar Guest poem "See It Through." Its music is late iconic bluesman Muddy Waters singing "Mannish Boy."

It was created by Chrysler Group's lead agency of record, Portland, Ore.-based Wieden+Kennedy, and is part of the branded "Imported from Detroit" campaign.

The English-born Guest (1881-1959) grew up in Detroit and was Michigan's poet laureate and was a Detroit Free Press reporter, a radio host and TV show host, according to information from Chrysler.

The print segment of the campaign launched Monday in USA Today.

Kickoff is at 12:30 p.m. on the Fox network.

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