*Chrysler started something good when the company recruited Eminem for a memorable ad campaign during the 2011 Super Bowl.

So, going for a similar, if not better effect, the company brought Motown Records founder Berry Gordy to the team.

“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.

The ad is reminiscent of Em’s commercial, featuring Berry proudly cruising through the streets of Detroit in the back seat of a Chrysler 300, passing landmarks and all that. The ride ends at Detroit’s Fox Theater, where he looks at the camera and says, “This is the Motor City, and this is what we do.”