The first of three spots in the new advertising campaign for the newly facelifted Chrysler 300 continues the 'Imported from Detroit' tagline featured in the Chrysler 200 Super Bowl commercial and features a Detroit born designer called John Varvatos. In the new campaign Chrysler is attempting to deliver stories of people who it believes possess a capacity for hard work. Carrying the theme launched during the Super Bowl’s “Born of Fire” commercial, each individual featured in this campaign has a direct link to Detroit and shares the spirit of the city. “The individuals in these commercials represent more than success stories,” thinks Olivier François, President and CEO, Chrysler Brand and Lead Executive, Marketing, Chrysler Group, “They represent a brand of determination that Detroit has come to stand for. These are true stories of people who worked hard and are now able to enjoy the luxury they deserve; and luxury feels better earned. These three individuals define the target customer for the all-new 2011 Chrysler 300."

John Varvatos – Attitude

Born in Detroit, fashion designer, John Varvatos started his own company that represents an entire men’s lifestyle brand in 2000. 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 John 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. 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,” we see Varvatos seeking inspiration at a record store in Brooklyn. While inside we see him rummaging through a stack of vinyl records and given some insight into his Detroit musical influences of R&B, soul, rock n’ roll. Varvatos walks out of the store, record under his arm and into his Chrysler 300. We see him driving through an urban neighborhood, passing by late night clubs and people in the street. Varvatos 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. 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.