DaimlerChrysler Canada has signed jazz singer Diana Krall as its spokeswoman for a campaign promoting the Chrysler 300M and Sebring.
Three commercials with a tag line "This is my car" are running in movie theaters and on Canadian network and cable TV stations. The commercials feature Krall and music from her latest album, "The Look of Love."
The print campaign appears in various consumer publications.
"The campaign is about pride in ownership and people who love to drive," said Pearl Davies, senior manager for the Chrysler/Jeep brand in Canada. "There's an emotional connection between Diana's music and our products."
Davies said DaimlerChrysler Canada has not used a celebrity in an ad campaign since 1988, when it featured Canadian pop singer Celine Dion.
Krall's contract is for the 2002 model year, but Davies said there are discussions about using her next year, too.
Through the first quarter of 2002, sales of the 300M in Canada were 807 compared with 765 in the year-ago period. Sales of the Sebring sedan were up 32 percent to 4,171, and sales of the Sebring convertible and coupe were 483 compared with 439.