News Column

Chrysler 300 Roars Into Gotham

June 20, 2012

Brent Snavely


What do Batman, Eminem and the Juventus soccer team have in common?

They all are part of the sports and entertainment connections Olivier Francois, Chrysler and Fiat's chief marketing officer, is developing for the automaker's various brands.

Jeep unveiled a new jersey Tuesday for Juventus, an Italian soccer team with 295 million followers worldwide.

The black crew-neck includes the Jeep logo in black lettering on a white background in the center of the jersey.

The sponsorship agreement was signed in April between Fiat, Chrysler's majority owner, and the Juventus Football Club. Both Fiat and Juventus are controlled by the Agnelli family.

Also on Tuesday, Chrysler unveiled a 30-second commercial with the tagline "Imported from Gotham City," to support its partnership with Warner Bros. for the movie "The Dark Knight Rises," which opens July 20.

It's not the Batmobile, but the Chrysler 300 in the new Batman movie has a jet engine and an advanced weapons system.

"The TV spot was designed and shot to look and feel as if it could live inside Gotham City itself," Francois said in a blog posted on Chrysler's media site.

"As the spot unfolds, an elite team of mechanics and machinists transform the vehicle with a matte black exterior, stealth body panels, advanced weapon systems and a jet engine," he said.

The car, which has the license plate DK-300S, is driven by a government official in the movie, a Chrysler spokeswoman said.

A longer, 60-second version of the advertisement was released Tuesday night at 9 p.m.

Both commercials play off of the successful "Imported from Detroit" theme of the 2011 Super Bowl commercial that starred Eminem driving a Chrysler 200 through the gritty streets of Detroit.

They also continue a theme for the automaker of teaming up with Hollywood films and actors. Several black Dodge Chargers were used in "Fast Five" last year, and actor Sam Elliott is the voice in Ram commercials.

"You will see us sponsoring more and more red carpet events," said Chrysler spokeswoman Dianna Gutierrez. "But there always has to be a tie back to the brand."

Chrysler also is teaming up with Warner Bros. in a contest that enables fans to create an original co-branded TV commercial for Chrysler and the movie.

Contestants can use Chrysler 300 car footage, film footage and music stems from the trailer of the new Batman movie to create their version of the commercial.

The deadline for submissions is June 30.

Christopher Nolan, director of "The Dark Knight Rises," will pick the winning entry and will work with the studio to produce a final version of the commercial.

The winner also will attend the premiere of the movie on July 16 in New York City.

Chrysler has already received more than 100 entries, Gutierrez said.

Source: (c) 2012 the Detroit Free Press

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