• May 11, 2011

Where's Eminem? Not in the new "Imported from Detroit" campaign touting Chrysler's 2011 300. The new TV campaign also doesn't show Detroit. It does, however, feature Eminem's collaborator Dr. Dre as well as other people with a Detroit link like fashion designer John Varvatos and Detroit Lion Ndamukong Suh, all-pro, NFL "Rookie of the Year" defensive lineman.

In the ad "Homecoming," Suh drives through Portland, Ore. in the Chrysler 300, retracing his early years. He pulls up to his parent's home, and his mother emerges from the house and greets him with a hug and a kiss.

Another spot features Detroit native Varvatos at a record store in Brooklyn checking out vinyl and talking about his Detroit musical influences. He walks out of the store with a record and gets into his Chrysler 300. He goes to his studio, puts on the record and works, with the idea that his Detroit blue-collar spirit and rock n' roll make him work while others party.

The Dr. Dre. spot talks about his Beats by Dr. Dre sounds system in the Chrysler 300.

He drives around Los Angeles in a Beats by Dr. Dre-equipped 2012 Chrysler 300. A voiceover explains that "good things" don't necessarily come to those who wait, but instead to those who work to make it happen. As he drives through the streets, people respond to the music pouring out of his car. He arrives at a hip-hop club, and says the line Eminem said in the original ad that bowed during the Super Bowl. Except Dre says: "This is L.A. and this is what we do."

The effort, via Wieden + Kennedy, includes print and digital media.