Chrysler is joining forces with Motown Records founder Berry Gordy for a new ad campaign that promotes a new Motown-themed sedan as well as an upcoming Broadway musical based on Gordy's life.
A 60-second commercial entitled "Who We Are" began airing Thursday.
The spot showcases the 2013 Chrysler 300 Motown Edition. It features Gordy sitting in the backseat of the car, which is parked outside the Motown Museum in Detroit. The vehicle takes Gordy through the streets of Detroit and eventually ends up in front of New York's Lunt-Fontanne Theatre, where "Motown: The Musical" will begin its run of preview performances March 11 ahead of the official opening on April 14.
The 2013 Chrysler 300 Motown will arrive at Chrysler dealerships nationwide in the spring.
The new campaign comes less than a year after Chrysler launched its buzzed-about Super Bowl spot that featured hometown rapper Eminem. The ad showed the hip-hop star driving a Chrysler through the streets of Detroit, proudly cruising by city landmarks and the hopeful faces of its residents. The commercial's tag line of "Imported from Detroit" quickly became a popular saying in the city.