NEW YORK – Chrysler plans to air a two-minute commercial during the Super Bowl that puts its hometown of Detroit and Eminem, one of the city’s musical stars, at center stage.
The unusually long commercial advertises the Chrysler 200. It’s set over Eminem’s song “Lose Yourself” from the movie “8 Mile.”
The company is trying to reinforce Chrysler as its luxury brand in the year’s biggest advertising showcase, which can draw more than 100 million viewers.
CEO Sergio Marchionne said Friday at a conference that Chrysler bought the ad in an effort to convince people that the company has changed. He wouldn’t give a cost but said Chrysler paid less than $9 million for the ad.
The Detroit Free Press first reported the ad’s contents.
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