2013 Chrysler 'Who We Are' Super Bowl Ad Motown Berry Gordy

“We are Motown, and this is what we do,” the 83-year-old Rock and Roll Hall of Famer says at the conclusion of the 60-second commercial that promotes both the new 2013 Chrysler 300 Motown Edition as well as an upcoming Broadway musical based on Gordy’s life.

Gordy’s line is a play on the Eminem spot that featured the rapper driving a sleek Chrysler through the streets of Detroit, proudly cruising by the city’s landmarks. The new ad features Gordy sitting in the backseat of a white Chrysler 300 Motown, which is parked outside the “Hitsville, U.S.A.” building in Detroit. Set to the Marvin Gaye-Tammi Terrell version of “Ain’t No Mountain High Enough,” the ad shows Gordy being driven through the streets of Detroit and eventually ending up in front of New York’s Lunt-Fontanne Theatre, where “Motown: The Musical” will begin its run of preview performances March 11 ahead of the official opening on April 14.

“Our collaboration with Motown Records elevates our passion to express our Detroit roots further,” said Saad Chehab, president and CEO of the Chrysler brand.