The venerable Chrysler Group brand is in close-hold, final negotiations with Paramount Studios to use Angelina Jolie, star of the Lara Croft Tomb Raider series, to hawk the Jeep Liberty.
Execs close to the situation say that a broadcast commercial featuring Jolie as the Lara Croft character driving a Jeep Liberty is expected to be produced by the film crew of the sequel to the original Tomb Raider movie, now being lensed in the UK. The ad will feature clips from the new feature film mixed with original footage featuring Jolie in a Jeep. The manufacturer also is considering putting out a Tomb Raider version of the Jeep, which is featured prominently in the new film.
The first Tomb Raider movie, which opened in 2001, featured a Ford Land Rover Freelander, which Jolie drove through the jungles of Cambodia. The Land Rover was outfitted with a Sony Vaio personal computer and an Ericsson mobile phone.%%PULLQUOTE_LEFT%%
WPP's Young & Rubicam London created a Freelander broadcast spot that appeared only on U.S. television and promoted the movie tie-in. Jolie did not appear in the Freelander ad.
The Tomb Raider series was inspired by the best-selling Sony PlayStation interactive video game of the same name, featuring an animated Lara Croft character who travels the world, like a female version of Indiana Jones, searching for treasure.
Neither Chrysler execs nor Paramount execs were available for comment.