The Chrysler x Eminem X Detroit Superbowl Ad Everyone’s Talking About
“Imported from Detroit” — the message was clear. And that is an advertising pitch that’s good as gold, straight from a Mad Men script.
It doesn’t take much to muster up Detroit pride for those that have called the city home and still do, particularly when it comes to our cars. The instant emotive reaction to the Chrysler 200 ad featuring Detroit and Eminem during the second half of the Super Bowl was something to behold on Twitter and Facebook — rappers, writers and civic activists were showing passion and support for a brand that was nearly declared dead by much of the automotive press last year. The 200 is a modest car for the modest consumer that has just hit the marketplace retailing for about $20,000. It’s the car that allows Chrysler to stay in the game when consumers are choosing smaller, more efficient cars.
All the trappings of Detroit DNA were there: The tough – the imagery of Joe Louis’s fist on Jefferson Ave. The plants. The steam — check. The freeways — the entrance sign to I-75 South. The artistry — Diego Rivera’s fresco at the Detroit Institute of Arts. The cold — snowflakes gently falling. The monuments — the Spirit of Detroit. The sports — champion figure skaters. The border — Canada. The legendary theater where Motown acts performed — that would be the Fox. Church. Eminem. See for yourself.