DETROIT -- Chrysler brand wowed the ad world with its Super Bowl spot for the Chrysler 200, but the launch commercials for the 2011 Chrysler 300 sedan had to wait until dealers had a sufficient supply.
Now that dealers are getting more cars, Chrysler says, it is rolling out the commercials, the latest phase of the "Imported from Detroit" campaign that started with the Super Bowl spot.
The three new spots, created by the Portland, Ore.-based Wieden + Kennedy ad agency, feature three celebrities with Detroit connections who embody the city's gritty can-do spirit: Ndamukong Suh, Detroit Lions Pro Bowl defensive lineman; John Varvatos, a Detroit-born fashion designer who made it big in New York; and rapper Dr. Dre, who launched the career of Detroit rapper Eminem, the star of the Super Bowl spot.
The commercial with Suh, which started running during the NFL draft telecasts in late April, shows the football player driving the new 300 as he retraces his humble origins in Portland, Ore. The Dr. Dre spot, airing in June, will tout a new Dr. Dre sound system debuting in the 2012 300S, on sale later in the summer.
The Varvatos commercial, shown the first week of May, shows the designer shopping at a Brooklyn record store and picking out a vinyl record by legendary Detroit-area rockers Iggy and the Stooges, then cruising the streets in his new 300.
A voiceover talks about how unlikely it is for a Detroit native to become a fashion star in New York saying: "That's what a blue-collar attitude can do in a white-collar world."
The launch commercials will be followed by other spots with more product details.