The idea that the cars are so great to drive and so beautifully designed that they inspire passion is behind Chrysler's new brand slogan "Drive & Love," which has changed slightly from last year's tag line "Drive-Love."

Buzz words like passion, romance and emotion are featured in the new advertising campaign, which debuts Sunday on leading U.S. television networks.

"Drop-dead gorgeous cars, that's what this is about," Bill Morden, vice chairman and chief executive officer of BBDO Detroit, the ad agency that created the new campaign, told a news conference on Wednesday.

Calling Dion an "ambassador of love," he said she was an "absolute knock-dead gorgeous person" and an ideal pitchwoman for Chrysler. "She's a megastar," he said.

The black-and-white TV ads featuring Dion -- which company spokesmen say are aimed at moving Chrysler's brand image more upscale and not at just selling cars -- are for Chrysler's new Pacifica station wagon and Crossfire sports coupe.

But the ads also promote the popular Town & Country minivan, the Sebring Convertible and PT Cruiser.

Rather than fighting the "soccer mom" image associated with minivans, Chrysler -- which has long dominated the segment -- embraces it by showing the Town & Country with images of Dion with her young son, Rene Charles.

"She could be potentially sort of the quintessential mom of the world," Morden said.

The songs that Dion belts out for the ads are plucked from her current and forthcoming albums and include a single aptly entitled "I Drove All Night" that makes its commercial radio debut this month.

Dion did commercials for Chrysler in her native Canada 14 years ago and her multiyear agreement to become the new voice of the automaker was announced in November.

Terms of the agreement have not been disclosed but automakers have increasingly been using big name musicians to help sell cars.