Celine's ad role is cut

DaimlerChrysler AG is reducing Celine Dion's role in the advertising for its Chrysler unit.

The singer has a three-year, $14m (€11m) contract with Chrysler. She appeared in an ad campaign widely used in the United States last year.

"We're just moving into an exciting new direction," Chrysler spokesman David Barnas said. "I'm not at all saying she wasn't a good fit."

Chrysler's new commercials will focus more on the product, Barnas told The Detroit News.

Dion will appear in a new series of Chrysler public service ads aimed at promoting child safety.

Shooting began on Monday for the ads, which will debut on March 25 with the joint sponsorship of the National Safety Council. They won't mention Chrysler by name.

The 2002 contract with Dion included Chrysler sponsorship of her nightly show at Caesar's Palace Las Vegas. Barnas said that will continue.

"She just did not connect with (DaimlerChrysler) or their brands," said University of Detroit Mercy marketing Professor Michael Bernacchi. "It just wasn't a good match."