John Varvatos pilots a 2011 Chrysler 300 through NYC – Click above to watch video after the jump

Chrysler's "Imported from Detroit" advertising campaign continues to march on. It all started with Eminem hyping up both his city and the new Chrysler 200. Now, the focus is squarely on the (much more worthy) 2011 Chrysler 300, and a new face joins the party. We've seen Detroit Lion Ndamukong Suh take the 300 on a trip back to his Portland, Oregon roots. In a new spot called "Attitude," Detroit-born fashion designer John Varvatos reflects on the inspiration for his clothing.

Growing up in Detroit gave Varvatos an appreciation for all sorts of musical stylings. Moving to New York, he began to intersect his fashion sense with his love for R&B, Rock and Roll and music in general.

John Varvatos and Ndamukong Suh, along with Chrysler, are just two-thirds of the team advertising the new 300. Joining this group later this summer will be Dr. Dre, who will take the 2012 Chrysler 300 S and hit the streets of Los Angeles. For now, click past the jump to check out John Varvatos and the Chrysler 300 in "Attitude."


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Chrysler Brand Debuts All-new Advertising Campaign for the 2011 Chrysler 300

Humble roots and ambition define the story of the all-new 2011 Chrysler 300

Campaign elevates "Imported from Detroit" messaging to the next level and next location

TV advertising reveals modest, grounded and relevant stories about people who have made a great impact within their chosen profession



Auburn Hills, Mich. , May 11, 2011 - The new advertising campaign for the all-new 2011 Chrysler 300 continues the Imported from Detroit messaging featured in the Chrysler 200 Super Bowl commercial and takes it to a new level by delivering insightful stories of people who possess an exceptional capacity for hard work. Carrying the theme launched during the Super Bowl's "Born of Fire" commercial, each individual featured in this campaign has a direct link to Detroit and shares the spirit of the city.

Since its inception, the Chrysler 300 has been an iconic symbol of success and American style and the all-new 2011 model is no exception. Behind its bold grille, refined elegance and world-class craftsmanship comes the honor of being a direct descendant of the most-awarded new car ever. The 2011 Chrysler 300 combines a legendary confidence with a new bent on tailoring: as each trim level is designed to speak to a specific band of consumer. The one common thread that runs through this diverse demographic: this is not a car for those simply born to privilege. This is a car that speaks to a hard-working and humble audience – a group which knows where they're going but, haven't forgotten where they came from.

"The individuals in these commercials represent more than success stories," said Olivier Francois, President and CEO, Chrysler Brand and Lead Executive, Marketing, Chrysler Group LLC, "They represent a brand of determination that Detroit has come to stand for. These are true stories of people who worked hard and are now able to enjoy the luxury they deserve; and luxury feels better earned. These three individuals define the target customer for the all-new 2011 Chrysler 300."

Included in the commercials are record producer, artist and entrepreneur Dr. Dre™, New York fashion designer John Varvatos and Detroit Lion Ndamukong Suh.

Ndamukong Suh – Homecoming
Ndamukong Suh is the all-pro, NFL "Rookie of the Year" defensive lineman for the Detroit Lions. After playing football in college, he was a highly regarded professional prospect and selected second overall in the NFL draft. Suh has become one of the most talked about defensive players in the NFL and his play on the field has quickly made him the next sports icon in Detroit. Suh was born to a Jamaican mother and a Cameroonian father.

In "Homecoming," Suh proudly drives through his rainy hometown of Portland, Ore., in his new 2011 Chrysler 300, retracing his humble beginnings. As he drives, we see brief glimpses of his childhood room with pictures and a collection of sports trophies from his youth are shown. As Suh pulls up to his parent's home, his mother emerges from the house and greets him with a hug and a kiss.

John Varvatos – Attitude
Born in Detroit, fashion designer, John Varvatos started his own company that represents an entire men's lifestyle brand in 2000. The designer has been recognized three times by the CFDA with an American Fashion Award for New Menswear Designer (June 2000) and Menswear Designer of the Year (June 2001 and June 2005) and was honored as GQ's "Designer of the Year" in 2007. At an early age John was exposed to defining musicians. The creative spirit, electricity and edginess intrinsic in the personal style of these rock 'n' roll icons inspired John at an early age, and influenced the evolution of his eclectic sensibility. This can be seen as a unifying theme in his design and it is deeply ingrained in every expression of his brand.

In the Chrysler 300 advertising spot titled "Attitude," we see Varvatos seeking inspiration at a record store in Brooklyn. While inside we see him rummaging through a stack of vinyl records and given some insight into his Detroit musical influences of R&B, soul, rock n' roll. Varvatos walks out of the store, record under his arm and into his Chrysler 300. We see him driving through an urban neighborhood, passing by late night clubs and people in the street. Varvatos parks his Chrysler 300, walks up a flight of stairs and into his studio. His walls are filled with his creative influences; we see open books and drawing pads as he is in the middle of working late on his next collection. While the rest of the city sleeps or parties, he puts on the record he just purchased and settles in to a night of work. His Detroit blue-collar spirit pushes him late into the night, with Detroit-based rock music serving as his fuel. Varvatos is a man who hasn't forgotten where he came from.

Dr. Dre™ - Good Things
As a prolific and acclaimed artist, producer, label head and entrepreneur, Dr. Dre has revolutionized music throughout his career. His work as an artist includes some of the most influential and essential music in hip hop. He is also considered to be one of the greatest music producers of the past quarter century and has also discovered and nurtured incredible talent (Eminem, Snoop Dogg).Currently he is working to improve the quality of sound with his most recent venture, Beats by Dr. Dre, while he also finishes his long-awaited and much anticipated final solo album, Detox.

Dr. Dre appears in the commercial for the Beats™ by Dr. Dre™ sound system featured in the all-new 2012 Chrysler 300S.

Behind the world's first integration of Beats™ by Dr. Dre™ audio technology, the 2012 Chrysler 300S features a high-performance 10-speaker Beats Audio system. Delivering the mid- to high-range needed for studio-quality sound are three 3.5-inch speakers located in the instrument panel and two 3.5-inch speakers located in the rear doors. Two 6-inch x 9-inch front-door woofers provide bass, while two 6-inch x 9-inch speakers and a center-mounted 8-inch speaker located in the rear-shelf area provide full-range audio.

In the Chrysler 300 commercial, "Good Things," Dr. Dre is seen driving through the streets of Los Angeles in a Beats by Dr. Dre equipped 2012 Chrysler 300. As a voice over explains that "good things" don't necessarily come to those who wait, but instead to those who work to make it happen. As he drives through the streets, people respond to the music pouring out of his car. Eventually Dr. Dre reaches his destination, a hip-hop club, where he exits the vehicle and delivers a line reminiscent of the one delivered in the Chrysler brand Super Bowl commercial, "Born of Fire," but, this time, for a different audience, "This is L.A. and this is what we do." Good Things is scheduled to launch this summer.

Chrysler brand's national advertising campaign was created in partnership with Wieden+Kennedy of Portland, Ore. and launched the first week of May. The campaign is supported by broadcast, print and digital media placement. Homecoming and Attitude can be viewed on the Chrysler brand Facebook page at http://www.Facebook.com/Chrysler and on the Chrysler brand You Tube channel at http://www.youtube.com/chrysler.


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    • 1 Second Ago
  • 39 Comments
      • 3 Years Ago
      [blocked]
      peteMT
      • 3 Years Ago
      Will the 300S be available with the red leather interior seen in earlier pictures? Drool, drool. Well done, Chrysler.
      Chad Gates
      • 3 Years Ago
      I want to see MI native Kristin Bell in a drop top in LA.her bf Dax Shepard is also from Detroit metro.
      PiCASSO
      • 3 Years Ago
      Nice commercial... the new 300 looks great in the video.
      stecki3d
      • 3 Years Ago
      Imported from Detroit* * via Canada...
        • 3 Years Ago
        @stecki3d
        [blocked]
      TruthHertz
      • 3 Years Ago
      Wow! An actual ad from Chrysler that isn't all thugged out. No rap music in the background. Very tasteful. I like. That last shot of the car looked good as well, even though we all know it's just warmed over until the new tranny arives.
        wowsomepeople
        • 3 Years Ago
        @TruthHertz
        you sound ignorant. Chrysler use to have very wholesome ads, they had one ad that featured the "chords" of a rap song. Just to clarify, the chords were actually written for a rock'n' roll song then remastered for Eminem. Get your facts straight before you start shooting off at the mouth.
          TruthHertz
          • 3 Years Ago
          @wowsomepeople
          http://www.youtube.com/watch?v=VvCnhyAP1m8 Here's another one that will make Chrysler proud. Notice these cars are STOCK. If they weren't provided by the manufacturer for promotional consideration, they would have been "pimped out" with spinners and such like you see them in all the other flix.
          TruthHertz
          • 3 Years Ago
          @wowsomepeople
          I know the song. But is still doesn't change the fact that the commercial contained a rapper that consistently talks about drugs, slighting his own mother, and beating/killing his baby's mother in every album. Here's another one. Tell me who this panders to douche... http://www.hiphoplead.com/video/dr-dre-chrysler-300-s-commercial/
          BigProof
          • 3 Years Ago
          @wowsomepeople
          LOL, it's already rockin 22" wheels in that one. He may have a point. I wouldn't want my vehicle directly associated with the degenerate hiphop culture right out of the chute, but what do you know? How the heck is Chrysler supposed to elevate their image to the likes of BMW, Mercedes, Audi, Lexus or even Cadillac with this garbage airing?
        Jonathan Arena
        • 3 Years Ago
        @TruthHertz
        Totally dissagree. Whether you like it or not, "Rap" music has been part of our blue collar culture for some 20+ years now- it's as american as rock and roll. (seriously- what rock have you been living under?) Even the Dr. Dre advert is both tasteful and upbeat. Stop being a hater and embrace it.
        Syke
        • 3 Years Ago
        @TruthHertz
        Yeah, give me The Stooges any day. And how Detroit can you get?
      John
      • 3 Years Ago
      Its kind of funny how last generation of the 300C copied the RR Phantom's front end, and this one looks more like a RR Ghost lol Also, WHO is designing these interiors?! Jeeeeez....if you're going to release a car at this price point, at least class up the interior. And by class up, I don't mean sticking random bits of wood and aluminum in random places. That center console looks like ****.
        Abarthlyness
        • 3 Years Ago
        @John
        I guess every car is crap then... since there is NO SUCH THING AS ORIGINAL DESIGN anymore. Every car on the market today has some design element from past vehicle, same make or not. That's just the way it is. it's all subjective anyway. You don't like it. I do. I love the interior too btw.
        th1rdr1d3r
        • 3 Years Ago
        @John
        How would you improve it. I'm being serious, not snarky.
      2 Wheeled Menace
      • 3 Years Ago
      This blog post brought to you by Chrysler(tm) We make cars(tm)
        • 3 Years Ago
        @2 Wheeled Menace
        [blocked]
        Ty
        • 3 Years Ago
        @2 Wheeled Menace
        This comment brought by Hater-ade...
        2 Wheeled Menace
        • 3 Years Ago
        @2 Wheeled Menace
        Yes, i'm a bad bad man for outing how advertisers buy blog posts here on autoblog.
        2 Wheeled Menace
        • 3 Years Ago
        @2 Wheeled Menace
        Those are equally bad too. This one's just annoying more than most because they're parroting marketing spin. Not even anything informational about the car itself. Baseless accusation? you don't see it? wow, the intellect of the readers here is at an alltime low
          • 3 Years Ago
          @2 Wheeled Menace
          [blocked]
      Jonathan Arena
      • 3 Years Ago
      This is the best advertizing campaign in existence right now
      Abarthlyness
      • 3 Years Ago
      Tasteful, as they have all been IMO. This is a GREAT looking car. Inside and out.
      harlankravitz
      • 3 Years Ago
      I like john Varvatos. I have many of his clothes. And clearly his Detroit roots influenced and shaped his aesthetic as it is very, well, industrial. But men's clothing is trending back toward a more refined and sophisticated motif (a la 1960s) and the rustic/distressed thing is starting to look a little tired. These days I gravitate more toward Etro, Lanvin, Z Zegna, Boglioli and Sand as these brands are using more vibrant colors and more interesting detailing in their clothes. Mr. Varvatos will need to re-invent himself if he wants to stay on the cutting edge. His boots are still awesome though. What this has anything to do with cars I have no idea. I guess I was just bored and started typing. That said, he does have very good taste in cars as the new 300 is like butta. Sure it looks a lot like the last generation if a little more updated. But so what? Porsche has been doing it for what, 50 years and they sell every car they build. If it ain't broke don't fix it.
        cadetgray
        • 3 Years Ago
        @harlankravitz
        It's a pity people waste money on labeled "fashion" when the monies spent beyond a basic quality non-branded wardrobe could be redirected to helping the hungry, the poor, and the less fortunate in our communities. I used to work for Montblanc and I am now embarrassed to say that I used to encourage people spending over $350 for what is essentially a plastic pen. Or worse, spend $5,000 on a timepiece that only cost about $300 to manufacture. I now work for a faith-based organization, and I witness many poor struggling just to keep their electricity on. Oh what that $350 could mean to them. The brand I now embrace is altruism. The irony of the Varvatos aesthetic is that the authentic look is not found in his collection but rather from a thrift or vintage store. Anyone with a lick of style can capture the look at a fraction of the cost. But then it requires a bit of creativity.
          tigersharkjr
          • 3 Years Ago
          @cadetgray
          Varvatos makes mens, MENS clothes. Not stuff for pretty boys. Although I can appreciate your nobility in working with poor people, ill have to disagree with you regarding the clothing. Varvatos uses some really good material stuffs to make his pieces. I use to make mens clothing here in LA, and not to sound like a *******, stuff in vintage stores while sometimes nice, usually smell bad and arent made of premium materials.
        • 3 Years Ago
        @harlankravitz
        [blocked]
        • 3 Years Ago
        @harlankravitz
        [blocked]
        Jeff Glucker
        • 3 Years Ago
        @harlankravitz
        I disagree... I think Varvatos is a label that young men can some day aspire to own. His designs, while, dark, are spot on and can be worn in a multitude of situations. Wait... what blog are we on?
      Cory Stansbury
      • 3 Years Ago
      I spy with my little audiophile eye... a McIntosh
        • 3 Years Ago
        @Cory Stansbury
        [blocked]
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