Eminem teams up with Chrysler for Super Bowl ad

by **slicknickshady** » Feb 4th, '11, 20:08

http://www.freep.com/article/20110204/B ... er-Bowl-ad

Chrysler will run a two-minute commercial during the third-quarter of Sunday's Super Bowl to highlight either its Chrysler or Dodge brand — and it’s expected to feature Detroit rapper Eminem.

"I won't tell you what it's about, but it will be worth watching," said CEO Sergio Marchionne, speaking at a J.D. Power automotive roundtable in San Francisco ahead of the National Automobile Dealers Association annual conference.

Pete Snyder, CEO of the first social media marketing agency, New Media Strategies, said on the "CBS Morning Show" that Eminem will appear in the Chrysler ad. While Chrysler would not confirm that, the Detroit rapper was featured at the Detroit Auto Show last month to introduce the new 300C.

Thirty-second Super Bowl spots are selling for $3 million. Marchionne wouldn't say how much Chrysler is spending, except to say it was less than $9 million.

Joe Veltri, Chrysler's vice president for product development, said the automaker had to get specific approval from the National Football League for its commercial because most commercial intervals are only 90-seconds long.

Last year Chrysler was the only Detroit automaker to advertise during the Super Bowl, running a 60-second spot for its Dodge brand.

The Portland, Ore.-based Wieden+Kennedy has worked for both Chrysler and Dodge brands. As the longtime agency for Nike, Wieden+Kennedy is known for bold ideas that draw considerable comment and controversy.

Earlier this week, Chrysler reported a smaller $199-million net loss for the fourth-quarter of 2010, down from the $2.7 billion it lost in the year-earlier period. Marchionne also said Chrysler expects to report a net income for 2011 of between $200 million and $500 million.

In comments following his speech, Marchionne put to rest rumors that it might sell its Alfa Romeo brand to Volkswagen.

"As long as I am CEO of Chrysler and Fiat, Mr. (Volkswagen Chairman Ferdinand) Piech will never have Alfa Romeo," Marchionne said.