SBD/July 10, 2012/Marketing and Sponsorship

Chrysler Breaking New Ad For Dodge Dart Featuring Tom Brady During All-Star Game

Chrysler has "injected humor and hip-hop into its first commercial for the all-new Dodge Dart compact car, which is scheduled to debut" tonight during MLB's All-Star Game on Fox, according to Brent Snavely of the DETROIT FREE PRESS. The 90-second commercial "provides a tongue-in-cheek inside look into the coffee-fueled, intense and sometimes frustrating process of designing a new car." Chrysler CMO Olivier Francois said that the company's goal is "to use the commercial to further redefine the personality of Dodge brand while also telling a detailed story about the new car." Snavely reports the soundtrack for the commercial "comes from the Jay-Z and Kanye West song 'No Church in the Wild,' and includes a cameo appearance" by Patriots QB Tom Brady. Francois said that Brady "will appear in future commercials about the Dart and other Dodge commercials." Francois: "The idea was not to have an endorser, but to have a cameo. ... So you will see a glimpse of him in other commercials" (DETROIT FREE PRESS, 7/10).
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