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The spots will be snippets from the actual videos and shown just once, during the AMAs, and some will live online on Chrysler's YouTube channel. The full videos, meanwhile, will be rolling out around the AMAs, according to Interscope Geffen A&M vice chairman Steve Berman.
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"We had started a dialogue about what we could do that was big," Berman recalls. "We were looking around and this timing lined up with these releases for us. [Francois] presented the idea that he has a lot of (advertising) real estate around the American Music Awards, so let's do something really big with that, and the idea developed from there."
Francois adds that he wants the greatest impact from the spots to be made for the songs and videos, with a soft-sell psychographic benefit that aligns the Chrysler vehicles to the music.
"We're always excited about using our music for the right products and the right marketing opportunities," says Eminem's manager, Paul Rosenberg of Goliath Artists. "The fact we have an album coming out the day after the AMAs made the timing great. Then they brought us a really cool car, the Hellcat, which is the first thing that got us excited. They said, ‘Use it how you want to. Make the video you want to make and put together the piece that gives the same message with the car, and we'll tell everybody your album is coming out.' It was a great fit."
Berman says Chrysler has also "committed tens of millions of dollars of media to support these projects" beyond the AMAs, with a different deal for each of the song.
"There might be a direct message for the Chrysler Fiat group but with the music being licensed, or a direct lift of the actual spot that you see on the AMAs. There's all different versions of this that will be rolling out," he says. "It's not just about the integration; it's an overall marketing campaign."