AUBURN HILLS, Mich. -

Chrysler thinks its city’s connection to football, fashion and hip-hop music can further enhance the success of its ongoing marketing campaign, “Imported from Detroit.”

The automaker announced Wednesday the campaign for the all-new 2011 Chrysler 300 continues the "Imported from Detroit" messaging featured in the Chrysler 200 Super Bowl commercial and takes it to a “new level by delivering insightful stories of people who possess an exceptional capacity for hard work.”

Carrying the theme launched during the Super Bowl’s “Born of Fire” commercial, Chrysler contends each individual featured in this campaign has a direct link to Detroit and shares the spirit of the city.

Included in the commercials are record producer, artist and entrepreneur Dr. Dre, New York fashion designer John Varvatos and Detroit Lions player Ndamukong Suh.

The OEM elaborated about each individual’s connection to the campaign.

Ndamukong Suh: “Homecoming”

Chrysler noted Ndamukong Suh is an all-pro player and was named NFL Rookie of the Year as a defensive lineman for the Detroit Lions. After playing football in college, he was a highly regarded professional prospect and selected second overall in the NFL draft.

The automaker contends Suh has become one of the most talked about defensive players in the NFL, and his play on the field has quickly made him the next sports icon in Detroit. Suh was born to a Jamaican mother and a Cameroonian father.

In “Homecoming,” officials explained Suh drives through his rainy hometown of Portland, Ore., in his new 2011 Chrysler 300, retracing his humble beginnings. As he drives, the spot shows brief glimpses of his childhood room with pictures and a collection of sports trophies from his youth are shown.

As Suh pulls up to his parent’s home, the commercial shows his mother emerging from the house and greeting him with a hug and a kiss.

John Varvatos: “Attitude”

Born in Detroit, Chrysler recapped that fashion designer John Varvatos started his own company that represents an entire men’s lifestyle brand in 2000. The company said the designer has been recognized three times by the CFDA with an American Fashion Award for New Menswear Designer (June 2000) and Menswear Designer of the Year (June 2001 and June 2005) and was honored as GQ’s Designer of the Year in 2007.

At an early age, Chrysler indicated Varvatos was exposed to defining musicians.

“The creative spirit, electricity and edginess intrinsic in the personal style of these rock ‘n’ roll icons inspired John at an early age, and influenced the evolution of his eclectic sensibility,” automaker officials stated. “This can be seen as a unifying theme in his design and it is deeply ingrained in every expression of his brand.”

In the Chrysler 300 advertising spot titled “Attitude,” viewers are expected to see Varvatos seeking inspiration at a record store in Brooklyn. While inside, the spot shows him rummaging through a stack of vinyl records and given some insight into his Detroit musical influences of R&B, soul and rock ‘n’ roll.

As the spot continues, Varvatos walks out of the store, record under his arm and into his Chrysler 300. He drives through an urban neighborhood, passing by late night clubs and people in the street. Varvatos then parks his Chrysler 300, walks up a flight of stairs and into his studio.

“His walls are filled with his creative influences; we see open books and drawing pads as he is in the middle of working late on his next collection,” Chrysler officials shared.

“While the rest of the city sleeps or parties, he puts on the record he just purchased and settles in to a night of work,” they continued. “His Detroit blue-collar spirit pushes him late into the night, with Detroit-based rock music serving as his fuel. Varvatos is a man who hasn’t forgotten where he came from.”

Dr. Dre: “Good Things”

As an acclaimed artist, producer, label head and entrepreneur, Chrysler asserted Dr. Dre has revolutionized music throughout his career. His work as an artist includes some of the most influential and essential music in hip hop. He is also considered to be one of the greatest music producers of the past quarter century and has also discovered and nurtured artists such as Eminem and Snoop Dogg.

Currently, Dr. Dre is working to improve the quality of sound with his most recent venture, Beats by Dr. Dre, while he also finishes his long-awaited and much anticipated final solo album, Detox.

Dr. Dre appears in the commercial for the Beats by Dr. Dre sound system featured in the all-new 2012 Chrysler 300S.

“Behind the world’s first integration of Beats by Dr. Dre audio technology, the 2012 Chrysler 300S features a high-performance 10-speaker Beats Audio system,” the automaker highlighted.

“Delivering the mid- to high-range needed for studio-quality sound are three 3.5-inch speakers located in the instrument panel and two 3.5-inch speakers located in the rear doors,” the company continued. “Two 6-inch by 9-inch front-door woofers provide bass, while two 6-inch by 9-inch speakers and a center-mounted 8-inch speaker located in the rear-shelf area provide full-range audio.”

In the Chrysler 300 commercial “Good Things,” automaker officials explained Dr. Dre is seen driving through the streets of Los Angeles in a Beats by Dr. Dre equipped 2012 Chrysler 300. As a voice over explains that “good things” don’t necessarily come to those who wait, the narrator adds that instead it’s to those who work to make it happen.

As he drives through the streets, the commercial shows how people respond to the music pouring out of the unit. Eventually Dr. Dre reaches his destination, a hip-hop club, where he exits the vehicle and delivers a line reminiscent of the one delivered in the Chrysler brand Super Bowl commercial, “Born of Fire.”

This time, the line is for a different audience, “This is L.A. and this is what we do.”

Chrysler said “Good Things” is scheduled to launch this summer.

More Campaign Background

The brand’s national advertising campaign was created in partnership with Wieden+Kennedy of Portland, Ore., and launched the first week of May. Chrysler said the campaign is supported by broadcast, print and digital media placement.

Since its inception, company officials believe the Chrysler 300 has been an iconic symbol of success and American style.

“Behind its bold grille, refined elegance and world-class craftsmanship comes the honor of being a direct descendant of the most-awarded new car ever,” Chrysler declared.

“The 2011 Chrysler 300 combines a legendary confidence with a new bent on tailoring as each trim level is designed to speak to a specific band of consumer,” the company continued. “The one common thread that runs through this diverse demographic: This is not a car for those simply born to privilege. This is a car that speaks to a hard-working and humble audience — a group which knows where they’re going but haven’t forgotten where they came from.”

Olivier Francois, president and chief executive officer of the Chrysler brand and lead executive of marketing for Chrysler Group, elaborated about his hopes for this new campaign roll out.

“The individuals in these commercials represent more than success stories. They represent a brand of determination that Detroit has come to stand for,” Francois asserted.

“These are true stories of people who worked hard and are now able to enjoy the luxury they deserve, and luxury feels better earned,” he continued. “These three individuals define the target customer for the all-new 2011 Chrysler 300.”

“Homecoming” and “Attitude” can be viewed on the Chrysler brand Facebook page at http://www.Facebook.com/Chrysler and on the Chrysler brand YouTube channel at http://www.youtube.com/chrysler.