Chrysler really loves hip-hop

Chrysler’s Born of Fire ad, starring rapper Eminem, was an instant hit with car and hip-hop enthusiasts a like. The new 300 features speakers from Beats by Dre, lending even more hip-hop cred to Chrysler, and the commercial for it, which premiered during the NBA Finals, stars Eminem’s mentor and label-mate Dr. Dre.

Chrysler, the smallest of the Big Three, may be carving out its own niche with hip-hop aficionados. After Eminem spot premiered in February, the automaker had its best monthly sales total in three years.