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Bob Dylan's Super Bowl Blitz: Set to Star in Chrysler Commercial, Licenses 'I Want You' to Chobani

Bob Dylan Critics' Choice Movie Awards - H 2012
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Bob Dylan

The legendary musician will be featured in two spots during the big game.

This story first appeared on billboard.com

As a new Super Bowl commercial for Chobani featuring Bob Dylan’s 1966 hit “I Want You” hit the web on Tuesday, Billboard has confirmed that another Dylan-related spot will be airing on Sunday, this one starring the man himself.

Dylan will appear in a new commercial for Chrysler, according to multiple sources with knowledge of the campaign, as the latest in the automaker’s series of cinematic Super Bowl ads that have starred Eminem, Clint Eastwood and Berry Gordy in recent years. An as-yet-unidentified track from Dylan’s catalog will provide the soundtrack for the commercial.

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Spokespeople for both Chrysler and Dylan declined comment.
 
Although Dylan has been perceived as elusive when it comes to licensing his music for film, TV and commercials, actually he’s been quite active over the past decade -- albeit unpredictable. His synch and endorsement activity has ranged from the surreal (his infamous 2004 Victoria’s Secret commercial to reverent (his starring roles in a 2006 Apple ad and a 2007 spot for Chrysler rival Cadillac) to the straight-up bizarre (Will.i.am’s 2009 “Forever Young” mash-up for Pepsi.

A rare, unreleased recording of Dylan covering Blind Willie Johnson’s “Motherless Children” even scored a commercial for Chrysler’s sister brand Jeep Cherokee this past fall, which helped establish a relationship for Dylan, his management and synch licensing team at Sony Music. Also last fall, Dylan’s classic “Like a Rolling Stone” was featured in an infinitely cool interactive music video promoting his Complete Album Collection, Volume One box set.

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One artist scoring multiple high-profile Super Bowl commercials is rare but not unprecedented. Eminem famously appeared in two Super Bowl ads in 2011, for PepsiCo’s Brisk and Chrysler’s Imported From Detroit campaign. That same year, Will.i.am voiced a commercial for Salesforce.com’s Chatter, which aired moments before his group the Black Eyed Peas’ halftime performance. Fun.’s “We Are Young,” which catapulted into the mainstream after featuring heavily in a 2012 Super Bowl spot for Chevrolet, was repurposed by Taco Bell last year with a Spanish-language remake. And this year, Bruno Mars’ 2010 song “Count on Me” will be featured in a Super Bowl ad from Hyundai, two quarters after the singer headlines the Pepsi Super Bowl halftime show, and several weeks after a series of pre-game day spots for Pepsi garnered airtime with his hit “Locked Out of Heaven.”
 
Dylan’s Chrysler spot is expected to advertise the automaker’s new 200 model, which was introduced at the Detroit Auto Show earlier this month by Chrysler Group CEO Sergio Marchionne. According to Bloomberg News, Marchionne cagily confirmed that Chrysler would be advertising during this year’s Super Bowl, but declined to share specifics.

“Someone made the comment to me that I had the right commercial in 2011 and the wrong car,” Marchionne told reporters, referencing the Eminem spot. “I think we now have hopefully the right commercial and the right car.”

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Automotive has traditionally been the biggest-spending marketing category during the Super Bowl, and following the post-recession turnaround, it has been once been for a third consecutive year, according to Kantar Media, where this year the cost of 30-second spots has risen to more than $4 million.

Per Bloomberg, other car brands advertising on Sunday include Kia Motors (featuring Laurence Fishburne), Ford (starring James Franco), Jaguar (airing its first-ever Super Bowl ad), Toyota (co-starring the Muppets) and Hyundai (two commercials, including one with an aforementioned Bruno Mars synch.)

Watch the Chobani ad featuring "I Want You" below.