Chrysler, unlike other automakers that were teasing and showing off their Super Bowl ads well before Sunday's event, held back giving viewers their first taste of the brand's two-minute long commercial in the third quarter of the game. The new TV spot, called “Born of Fire," showcases the all-new 2011 Chrysler 200 and reveals the brand’s new tagline, “Imported from Detroit.”
The commercial, which features singer Eminem driving the 200 through Detroit, is as much about the brand and the revamped mid-size sedan as it is about Detroit and the town "that’s been to hell and back.” Overall, we'd say the ad conveys an honest and somewhat emotional message to consumers about the 200 as well as Chrysler in general.
“Super Bowl advertising is about making a statement and capturing the attention of the audience,” said Olivier Francois, President and CEO, Chrysler Brand and Lead Executive for Marketing, Chrysler Group LLC."‘Born of Fire’ is designed to generate conversation about the brand and the new 2011 Chrysler 200. The spot reflects where the brand is headed and pays tribute to our industrial roots.”
“The new tagline was created to convey the message that one does not have to cross an ocean to obtain luxury, it's available right here,” Francois added.
As touching as the Chrysler's new TV spot may be, we can't help but wonder if the rumors about a Lancia-badged version of the 200 turn out to be true, how will the Italians advertise the car in Europe?
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12 Comments:
How will they advertise the Lancia? Imported from Detroit, of course. Brilliant ad that could work on several levels.
The theme of Detroit was excellent. The choice of Eminem—horrid. Eminem can't seem to shake the angry young man theme he keeps propagating when in reality he sold-out far beyond what he portrays himself to be; I suspect as he ages he'll just become an angry old man.
Whether Chrysler is really an American company any longer is questionable. Again, loved the Detroit them though.
Eminem's losing his metaphore, what a dumb shit loser, hope he reads this.
Yeah right,he's awesome.But I wonder why Chrysler put him in this car.
HaHa @ Chrysler for trying to appear Hip and Cool by hiring a Douche Bag to market it's Crap Cars.
Total Fail!
Loved the Ad - I would have liked to see Chrysler profile the restyled "300" - it would have fit with the luxury theme better.
Eminem = sellout
Yo,yo! This is how I roll to the 8 mile trailer park in my Gramma's Sebring (sorry, I meant to say 200)! Word to your mother. This abomination gets my nomination for one of the worst Super Bowl ads in historation. PEACE!!!!!
2 previous comment were written by dumbasses. Smart move by Chrysler to use Eminem. He has more money & more followers that your ignorance can understand - its called marketing.
To all above ->
While most of you are clearly not Eminem fans..... You should be aware of the connection that 1. Chrysler has with Detroit. 2 Eminem has with Detroit. 3 The intelligent choice to use the two in a commercial to "revive" American motor corperations. For a bunch of "bloggers" ( I use that term with sarcasm) all you can do is b*tch about an artist you know nothing about and don't like because you hate his success.... instead you should be looking at it with a different view... one of business and marketing. There are die hard Chrysler fans (I am NOT one of them) that would likely head to the dealership to check out the 200 just because its "Detroit". If you can't get that... then you never will.
Yes... I know its a re-badged sebring.... what are you going to do.
Great commercial... wasted on a crappy car. 200? Bucks... maybe.
good ad. effective. etc.
having said that,
1.
was it a little confused?
ok I understand the MnM thing, him being from Detroit, the common man whos made it big thing but still represents the people... BUT it also claimed to be a luxury car. So would I buy this if MnM drives it? Do I want to be associated with this? Is this the age group it's targeting or is it the income bracket?
2.
gotta admit that though good, i was put off a bit by [a] the whole fist imagery [fist, power, worker, fist-bump? plus very Soviet too [check out Soviet propaganda works such as public sculptures and so on], but ok a powerful and effective image; [b] the over extended showing of the art murals by Mexican artist Diego Rivera - a communist, member of the Mexican Communist Party whose communist values are splattered all over his art; [c] the irony is that i believe the murals shown were made for Ford commissioned by Edsel Ford; [d] the overall emphasis on the "worker" theme was a bit too over-the-top for me.
3.
Is no one gonna comment on the new Chrysler logo ever?
Or am I the only one who cares??? [LOL]
--JORGE
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