Celine Sings for Chrysler
Celine Dion's heart will go on...in a Chrysler.
The recently un-retired gazillion-selling pop chanteuse has joined forces with the automaker for a new ad campaign that will see Dion shilling for Chrysler over the next three years in a partnership reportedly worth millions of dollars.
The car company, a unit of DaimlerChrysler AG, made the announcement on Tuesday, though both parties refused to say exactly how much she'll be paid.
Looking to relaunch her career after taking a break to spend time with her manager and husband, Ren? Angelil, and their toddler son, Ren? Charles, Dion signed on to the campaign that will see her appear in numerous commercials pitching Chrysler's new brand of classier models influenced by its German parent company, which took over the company in 1998.
She'll even record a song specifically for the ads.
The deal coincides quite nicely with Dion's comeback, guaranteeing the 34-year-old French-Canadian singer extreme long-term exposure (and a well-padded bank account) over the next three years as she performs five nights a week in her heavily hyped $95 million extravaganza at Caesars Palace in Las Vegas.
"It gives us a whole new platform to extend her brand and her imagery, but also it creates a much larger distribution platform," Sony Music chief Tommy Mottola, who helped broker the deal, tells the New York Times. "We might be doing customized product for her dealers, and we can tie in her brand-new album in February and her show in Las Vegas."
The elaborate production, which is being housed in a new 4,000-seat Roman Colosseum-style theater built especially for the diva, is being produced by Cirque du Soleil director Franco Dragone and is set to open next March.
For her part, Dion says the deal will help her hone her domestic duties.
"Soon, I'll be driving a Town and Country minivan, which is going to be a family thing," Dion tells The Times. "I'm ready to pick my own tomatoes with my son and my husband. That's my goal. Forget the limousines."
She also says the so-called "Drive=Love" campaign dovetails nicely with her artistry.
"I fell for it, because they want to use music," Dion told the Times. "It's not going to be an effort to me, because this is what I'm doing, because I'm using music to talk about love. I'm a very passionate person."
"I'm going to use a song about passion, a song written especially for that, and it will be a song of love," adds Dion.
Passion--okay, we get it.
This isn't the first time Dion has shilled for Chrysler. Thirteen years ago, she starred in a series of Canadian commercials for the automaker that aired in both French and English.
And for those fans who can't afford to drive like Dion, they can at least smell like her. She has teamed with cosmetics manufacturer Coty for a new fragrance supposedly capturing the crooner's "talent, style, femininity and confidence."
Meanwhile, the first batch of Chrysler TV spots featuring Dion are expected to hit the airwaves in January.
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