New Lenny Kravitz Track Debuts In Jeep Commercial

 In ancient times singers used to debut new songs on the radio or in concert. More recently the range of options has widened to include numerous online venues and, in the case of rock veteran Lenny Kravitz, car commercials.
Chrysler’s Jeep SUV division says the Grammy-winning artist is helping launch its latest advertising campaign for the 2011 Jeep Wrangler, which includes a new track, “Rock Star City Life,” from his coming album “Black and White America,” which is set for release in August.
The campaign is the work of Global Hue, a Southfield, Mich., company that specializes in marketing to African-American and Hispanic consumers. It reflects a long-term plan at Jeep to diversify its audience. Jeep also says it sought to work with Kravitz in part because he has been driving the same Jeep for 16 years.
“Not only is Kravitz an outstanding singer, songwriter and performer, he is a long-time Jeep owner and fan of the brand,” said Jeep brand boss Mike Manley. He said the singer, whose first album came out in 1989, “understands the core values of the Jeep brand that include an authentic style, a no holds barred-adventurous approach to life, as well as mastering the ability to withstand the test of time.”
The Wrangler spot isn’t the singer’s first first brush with automotive advertising. A dozen years ago a Nissan Xterra ad featured his hit, “Fly Away.”
The first two broadcast commercials for the 2011 Wrangler are called “Extraordinary Adventure Swamp” and “Swamp Thing.” The former shows Kravitz driving on challenging off-road terrain that hints at the vehicle’s capability. The company is also focusing on a more refined interior and better ergonomics that are new for 2011. In the past the company has celebrated the Wrangler’s edginess without trying too hard to improve its comfort.