Chrysler airs TV ad tied to Batman 'Dark Knight' film

By Brent Snavely, USA TODAY and the Detroit Free Press

It's not the Batmobile, but the Chrysler 300 in the new Batman movie has a jet engine and an advanced weapons system.

Chrysler released a 30-second advertisement today that with the tagline "Imported from Gotham City," to promote its presence in The Dark Knight Rises, which makes its debut in theaters on July 20.

"The TV spot was designed and shot to look and feel as if it could live inside Gotham City itself," Olivier Francois said in a blog posted on Chrysler's media site.

"As the spot unfolds, an elite team of mechanics and machinists transform the vehicle with a matte black exterior, stealth body panels, advanced weapon systems and a jet engine," Francois said.

The car, which has the license plate DK-300S, is driven by a government official in the movie, but not by Batman, Chrysler said.

Both commercials play off of the successful "Imported from Detroit," commercial that starred Eminem driving a Chrysler 200 through the gritty streets of Detroit.

They also continue a theme for the automaker of teaming up with Hollywood films and actors. Several black Dodge Chargers were used in Fast Five last year, and actor Sam Elliot is the voice in Ram commercials.

"You will see us sponsoring more and more red carpet events," said Chrysler spokeswoman Dianna Gutierrez. "But there always has to be a tie back to the brand."

The new "Imported from Gotham City" commercial echoes some of the same dark, urban, industrial look and feel as the Super Bowl commercial that made its debut in 2011 with Eminem.

Chrysler also is teaming up with Warner Bros. in a contest that enables fans to create an original co-branded TV commercial for Chrysler and the movie.

Contestants can use Chrysler 300 car footage, film footage and music from the trailer of the new Batman movie to create their version of the commercial.

The deadline for submissions is June 30.

Christopher Nolan, director of The Dark Night Rises, will pick the winning entry and will work with the studio to produce a final version of the commercial and, the winner will attend the premiere of the movie on July 16 in New York City.

Chrysler has received more than 100 entries, Gutierrez said.