That is, if you had the American feed and not the crappy Canadian commercials for touchy-feely banks and donut shops! Bastards!! But I digress. Of course, there was a way around the Canadian marketers, and that path to advertising glory came courtesy of the Internet. Bless its coordinated routers and magnificent data packets for delivering all the automotive Super Bowl ads I could ever want.
And in an upcoming post I will go into my favorites, but I want to single out one ad that seems to have really struck a chord with a lot of viewers. Chrysler’s latest ad with Eminem was a huge risk, a multimillion dollar gamble, a two-minute ad at the most expensive time of the year, praying that it would be a smash hit. And it was if you listen to the press.
What I find so interesting about the ad isn't the Eminem appearance (Chrysler has used Snoop Dog before, don’t forget), or the questionable choice of car he’s riding in (the new 200). I understand the logic behind the star appeal and the emotion he carries. I even understand why they chose a Chrysler 200 that has as much aura around it as a firefly at a distance of 100 feet. It is actually made in America, unlike the majority of Chrysler’s other vehicles. What really impressed me was the tagline: Imported from Detroit.
I remember reading a tweet from The Car Connection asking what I thought of the tagline and it immediately struck a chord with me - a Canadian with only perfunctory knowledge of the Motor City learned from bad movies, hearsay and car magazines. Safe to say, not a good impression. But I thought immediately that it’s unique, it makes a statement, it’s very memorable, and unexpected. It is just brilliant. Then comes this commercial with that tagline, great imagery, rich with color, texture and super sound (what a choir), and you have a hit on your hands.
This is definitely one ad to remember for its historical context and Chrysler’s courage to take a risk. Enjoy it again.
Chrysler Imported From Detroit