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Chrysler Goes Deeper Into The Aftermath; Dr. Dre In New 300 Spot

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On: Thu, Jun 9, 2011 at 9:30AM | By: Chris Weiss


Chrysler Goes Deeper Into The Aftermath; Dr. Dre In New 300 Spot

When I first heard that Chrysler tapped Dr. Dre for its latest commercial, I thought they were really taking a good thing too far. I mean, the Eminem ad was one of the most interesting commercials of the year, a job well done. But Dr. Dre? He's not from Detroit. The only thing he has in common with Chrysler is the connection by way of Eminem, who is signed to his label Aftermath Records.

But as it turns out, there actually is a good reason for this rap-starred follow-up, and it works nearly as well as the first.

Chrysler and Dre are linked not only by Eminem but also by Beats by Dr. Dre audio, which is an option in the new Chrysler 300. And that's what the commercial is all about, using Dr. Dre's fame and swagger to advertise the Beats option and the 300S itself. I especially like the end, which plays on the "This is Detroit and this is what we do" from the first Super Bowl-launchedImported ad. I also like the fact that it's the 300, the nicest car in Chrysler's line, as opposed to the entirely underwhelming 200 from the Eminem spots. The 300 is nice enough that you could almost believe that a multi-platinum rap mogul would leave his Bentleys and Ferraris in the garage to drive one… Almost.

The one-minute commercial is called "Good Things," and plays on the saying "good things come to those who wait." Like the originalImported from Detroit spot, it features a lot of shots from inside the cabin, depicting a faceless driver that's gradually revealed to be Dr. Dre.

I suppose I don't need to run through the whole commercial. If you haven't seen it on yet, here it is:




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Gfautoshopper | 8:32PM (Thu, Jun 9, 2011)

Dr Dre??? Talk about a marketing flaw. That would be like getting Wally "the beaver" Cleaver to talk about the newest Android Honeycomb. I don't think the 300 needs too much help. The Sebring -- err, ugh, the "200" needs help, but it would need some serious MODERN star power to help it. Maybe the Fiat 500 would be a better choice to market.



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