Chrysler Campaign Rolling With Rapper Dr. Dre

Automaker Features Famed Americans With Detroit Connections in Push for Chrysler 300

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Chrysler will start airing TV spots for the 2012 300 on May 4 featuring three celebrities: rapper Dr. Dre, NFL standout Ndamukong Suh and designer John Varvato, Automotive News reports today.

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."

Although not part of the "Imported From Detroit" campaign that Chrysler uses for the 200, the new spots feature celebrities with Detroit connections: Dr. Dre produced recordings by Detroit native Eminem, Mr. Suh plays for the Detroit Lions and Mr. Varvatos is from the Detroit area, Mr. Francois said.

In an interview at the auto show here, Mr. Francois said the 300 will have another tie-in to Dr. Dre, who also created the popular Beats headphones. The S version of the 300, aimed at what Mr. Francois describes as urban trendsetters, will have the first Beats audio system in a car, he said.

The spots will be shown at Chrysler's press conference at 4 p.m. today.

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