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SBD/February 7, 2011/Marketing and Sponsorship
Super Bowl Ads: Chrysler Prominently Displays Rebirth Of Brand, Detroit
Published February 7, 2011
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LET'S HEAR IT FOR DETROIT: AD AGE's Ken Wheaton gave the ad four stars and wrote, "What starts out as a down-on-our-luck tribute to a broken city morphs into a defiant, we're-back rallying cry" (ADAGE.com, 2/6). In Detroit, Keith Crain wrote, "It's a great story for Chrysler, but it's an even better story for Detroit." Crain: "I don't know if they were interested in selling any Chrysler cars, but I sure was overwhelmed because the spot was all about our city. It was the best piece of promotion and marketing for our community that I have ever seen" (CRAINSDETROIT.com, 2/6). Deutsch Inc. Chair Donny Deutsch said, "This is the soul of Detroit ... and I just thought it was brilliantly crafted." NBC's Matt Lauer: "We call it the 'Eminem Chrysler ad.' He's barely in it. ... Really the star of this is the city of Detroit" ("Today," NBC, 2/7). Conover Tuttle Pace Exec Creative Dir Grant Pace said, “To me, it wasn’t even a commercial for a car or a car company, it was for an entire city. It was inspired, and it gave me chills” (BOSTON HERALD, 2/7).
SELLING A CAR OR A CITY? In Minneapolis, Jon Bream writes the ad was among the "losers" of the night. Bream: "Over the minimalist beat of Eminem's hip-hop anthem 'Lose Yourself,' a narrator talks about the tough times of Detroit, how the city is misunderstood and how luxury is built there. ... It was a better plug for the Motor City than for Chrysler 200" (Minneapolis STAR TRIBUNE, 2/7). On Long Island, Verne Gay writes, “This is an ad? Or Detroit manifesto? Or follow it to the hard grit-in-your teeth conclusion, with this winning tag: ‘Imported from Detroit'” (NEWSDAY, 2/7). Former A-B Exec VP/Global Industry Development & CCO Bob Lachky writes the Chrysler ad was "way overdone and really another way to say 'Buy American.'" Lachky: "I guess when you're Chrysler's agency and you have to live in Detroit you do these things. But it did get your attention, and it was a totally different approach, so good effort" (BIZJOURNALS.com, 2/7).