New Chrysler Spokeswoman Pays Detroit a Visit

DETROIT Celine Dion, who is featured in a Chrysler advertising campaign breaking later this month, will perform for Chrysler employees and at the Detroit auto show charity preview this Friday.

Dion, a six-time Grammy winner, will perform three songs at the North American International Auto Show Charity Black Tie event the evening of Jan. 10. She will be introduced by Dieter Zetsche, Chrysler Group president, and Jim Schroer, executive vice president of Chrysler Group global sales and marketing. She performs for employees at Chrysler headquarters earlier in the day.

The spots featuring Dion were created by BBDO, Troy, Mich. They were shot in black and white at the urging of Peter Arnell of the Arnell Group, New York, Schroer said. The Arnell Group is an Omnicom Group sibling of BBDO and it was Peter Arnell who orchestrated the deal between Chrysler and Dion, Schroer said. Print ads will also be in black and white. “Black and white accentuates the design lines of vehicles better than color photography,” Schroer said.

Dion will sing several different songs in the ads from her upcoming new album, including the cover of a song previously recorded by both Roy Orbison and Cyndi Lauper: “I drove all night.”

Meanwhile, Chrysler has chosen to discontinue the 12-page advertorial section it has been running in Martha Stewart Living which tied Stewart to the automaker, Schroer said. Chrysler will continue to place ads in the magazine, but is discontinuing the advertorial arrangement.

The multi-media deal was launched last April and also was orchestrated by Arnell. Stewart did not appear in TV spots but participated in events linking the two brands. The partnership centered on the concept of road trips.