Chrysler Brand Launches New Marketing and Advertising Campaign

• Detroit superstar, Eminem, featured in Chrysler Brand's advertising kick-off

• New ad, 'Born of Fire' aired during third quarter of Super Bowl

• Chrysler brand unveils new tagline, 'Imported from Detroit

• New ad represents the start of the Chrysler brand's rejuvenation of its entire product lineup

AUBURN HILLS, MI - February 6, 2011: While many sponsors revealed their advertising plans for Sunday's Super Bowl, the Chrysler brand remained tight lipped to create a stronger impact for the reveal of their new marketing and advertising campaign featuring famous Detroiter, Eminem. The brand's new spot, "Born of Fire," features the all-new 2011 Chrysler 200 and reveals the brand's new tagline, "Imported from Detroit."

"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 two-minute spot, a Super Bowl first, reveals the new tagline for the brand, "Imported from Detroit." The entire commercial was shot in the city of Detroit using a local cast and crew members.

"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 chose internationally known Detroiter, Eminem and his song "Lose Yourself" because the lyrics tell us we all have the ability to do anything we set our mind to and that failure is not an option.

"The Chrysler brand, the company and its employees have adopted the principle that failure is not an option," said Francois.

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, the highly anticipated Chrysler 300 sedan and the innovative Chrysler Town & Country minivan.

Chrysler Group LLC's 16 all-new or significantly-refreshed models, representing 75 percent of its nameplates, are arriving in dealerships in volume.