Chrysler released a new ad campaign, this time relying on Motown Records founder Berry Gordy.

The 60-seconds commercial, featuring the 83-year-old entertainment figure, promotes both the new 2013 Chrysler 300 Motown Edition and the upcoming Broadway musical based on Gordy’s life. If in the automaker’s previous commercial Eminem proudly drives a sleek Chrysler through the streets of Detroit, by the city’s landmarks, in this ad the journey ends at Detroit’s Fox Theatre, with Berry Gordy getting out of the car and saying towards the camera “We are Motown, and this is what we do.”

The 1-minute commercial features Gordy sitting in the back seat of a sleek white Chrysler 300 Motown, parked outside “Hitsville, U.S.A.” building in Detroit. On the background sound of the Marvin Gaye-Tammi Terrell version of “Ain’t No Mountain High Enough,” the commercial shows Gordy being driven on the well-known streets of Detroit until New York’s Lunt-Fontanne Theatre. This is where “Motown: The Musical” will run of preview performances on March 11th, followed by the official opening on April 14th.

“Our collaboration with Motown Records elevates our passion to express our Detroit roots further,” said Saad Chehab, president and CEO of the Chrysler brand.


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