By now, you’ve seen it, heard it, or talked about it – maybe all three. The it we’re referring to is the brand-new Chrysler commercial featuring Eminem and the unforgettable images of Detroit that aired during Super Bowl XLV. Oh, and it also touts Chrysler’s ability to build luxury cars, specifically the Chrysler 200.
Bit of a disclaimer here. This reporter grew up in Detroit, and it was like opening up a time capsule seeing the manufacturing and industrial plants along the I-75 freeway, historic buildings like the Fox Theater, and, of course, the snow.
The shot of the Fist Memorial is perfectly appropriate. The 24-foot sculpture honors heavyweight boxing champ and Detroit favorite son, Joe Louis. The image resonates as symbolic of Detroit – and Chrysler – fighting back to regain prominence, respect and, even admiration.
Eminem’s presence and music doesn’t hurt either.
You don’t have to be from Detroit to get the message. Anyone who’s been down, felt the pinch of austerity, and is clawing their way back up can relate.
The good news is that America is on the upswing. It’s still going to take time and a whole lot of work, but we’ll get there.
Chrysler’s ad reminds us that where there’s will and an unswerving determination, there’s a way.
And the Chrysler 200 is an example of the automaker’s new direction.
Also check out Viknesh Vijayenthiran’s story in The Car Connection.