Chrysler keeps getting smarter and more hip with their advertisements. Fresh off of the overwhelming success of using Detroit hip-hop star Eminem in their commercial for the new Chrysler 200 during this year's Super Bowl, the suits in Auburn Hills have agreed to bring on Eminem's mentor, Dr. Dre, for a one-time ad spot as well. It was announced yesterday by Chrysler that Dr. Dre would appear in a national ad campaign beginning May 4 for the new Chrysler 300 sedan. Other celebrities that will appear on behalf of Chrysler include Detroit Lion player Ndamukong Suh and fashion designer John Varvatos.
Chances are, using Dr. Dre in the new commercials came at the suggestion of Portland, OR based advertising firm Wieden+Kennedy who Chrysler tapped for the popular Eminem spot. According to reports, the local automaker saw a large spike in sales of the Chrysler 200 after the Slim Shady ad ran in February and they expect to achieve the same results utilizing Dr. Dre as their lead pitchman next month.
Chrysler CEO Olivier Francious said, "This will be a breakthrough in terms of how you speak about luxury in this country. It doesn't speak about luxury in terms of just aesthetic, but about luxury in terms of the spirit. This is a departure from traditional advertising. I want to be at least as visible as my competitors even without having the same resources."
There's no word yet on which Dr. Dre song will accompany the commercial. Eminem's "Lose Yourself" felt appropriate during his ad and one can only guess if Dre will reach into his huge bag of old hits or use a song off of his forthcoming Detox album which is scheduled to drop some time before the end of time.