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SBD/February 6, 2012/Marketing and Sponsorship
Chrysler Super Bowl Ad Starring Clint Eastwood Causing Significant Buzz
Published February 6, 2012
MOSTLY POSITIVE REVIEWS: On Long Island, Verne Gay writes of Chrysler’s ad, “A great director and actor pulls off the most interesting -- and compelling -- ad of the entire Super Bowl” (NEWSDAY, 2/6). JWT New York Exec Creative Dir Matt McDonald gave the spot four stars and said, “Chrysler just won the Super Bowl. ... If there was anyone worthy of giving America a halftime speech, it would be Clint -- right from the heart and from the gut” (N.Y. POST, 2/6). Deutsch Inc. Chair Donny Deutsch said, “Instead of just waving the flag … they’re going at the grit of America, the comeback. Brilliant ad.” Deutsch: “In this political year, you’re going to have a lot of references to that ad. Chrysler’s going through the roof” (“Today,” NBC, 2/6). Former P&G Global Marketing Officer and business author Jim Stengel tweeted, “GAME SET MATCH CHRYSLER! Brilliant, moving, resonant, nothing is close to them" (TWITTER.com, 2/5). In Chicago, Steve Johnson writes there may be “too much calculation in linking Chrysler purchases with patriotism” but it still “worked, though -- a surprising, stirring moment that asked us to think about bigger things” (CHICAGO TRIBUNE, 2/6). FOXSPORTS.com’s Brian Lowry writes it was “shameless” of Chrysler to put a message about the U.S. auto industry in its ad. However, it "will put a lump in a lot of throats -- and it’s sure to be the ad that people debate for its political underpinnings” (FOXSPORTS.com, 2/6). But in Chicago, Lori Rackl names Chrysler’s spot among her “fumbles.” Chrysler and Eminem last year “gave us a soul-stirring homage to Detroit.” This year, Chrysler and Eastwood “gave us the advertising equivalent of Ambien with a heavy-handed snoozer that felt twice as long as its two minutes” (CHICAGO SUN-TIMES, 2/6).
AD YANKED OFF YOUTUBE: In Michigan, Jonathan Oosting reports YouTube pulled the Eastwood ad from the official Chrysler channel “early this morning, citing a copyright claim from NFL Properties LLC.” It is “unclear what prompted the claim.” A Chrysler spokesperson said that the company is “investigating the issue, and the NFL has not responded to a request for comment” (MLIVE.com, 2/6).