AutoNation Sponsors Bowl Game In Orlando Postseason Runs By O's, Nats Spark Ad Sales For MASN Mississippi State Licensing Infringement Rises Coaches Talk How Brands Impact Recruiting Marketplace Roundup McGladrey Extends PGA Tour Deal Nike Forecasts Growth In Sale Of Women's Apparel Panini Signs Exclusive Deals With Three Schools Nivea Men Signs As FXFL Sponsor Davis' Chevy Ad Continues To Draw Attention
Upcoming Conferences and Events
SBD/February 7, 2011/Marketing and Sponsorship
Super Bowl Ads: Chrysler Prominently Displays Rebirth Of Brand, Detroit
Published February 7, 2011
WANT MORE GREAT STORIES LIKE THIS?
CLICK ON ONE OF THESE BUTTONS
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).