2011 Chrysler 200 Joins Eminem in New Born of Fire Ad

It was only when Chrysler’s new marketing and advertising campaign debuted that consumers found out the surprise the automaker has prepared for them, namely featuring Detroit rapper Eminem. The singer is featured in the new “Born of Fire” spot, alongside the 2011 Chrysler 200.

"Super Bowl advertising is about making a statement and capturing the attention of the audience," said Olivier Francois, President and CEO, Chrysler Brand and Lead Executive for Marketing, Chrysler Group LLC. "'Born of Fire' is designed to generate conversation about the brand and the new 2011 Chrysler 200. The spot reflects where the brand is headed and pays tribute to our industrial roots."

The spot also reveals the brand's new tagline, "Imported from Detroit," and according to the automaker, the entire commercial was shot in the city of Detroit using a local cast and crew members. The new ad was aired during third quarter of Super Bowl.

"The new tagline was created to convey the message that one does not have to cross an ocean to obtain luxury, it's available right here," Francois said. "The Chrysler brand, the company and its employees have adopted the principle that failure is not an option."

The Chrysler brand kicks off its marketing and advertising campaign this month. The campaign highlights the rejuvenation of the entire product lineup, which includes the new, redesigned and repackaged 2011 200 sedan and 200 convertible models, the highly anticipated Chrysler 300 sedan and the innovative Chrysler Town & Country minivan.

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