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Chrysler and Clint Eastwood Provide 'Halftime' Pep Talk

Most Super Bowl XLVI commercials followed the typical schtick, trying to outdo each other in flash and flesh; substance be damned.

In stark contrast (and 2012 Fiat 500 Abarth entry notwithstanding), Chrysler spoke loudest by speaking softly--with a slight growl. Like previous Imported from Detroit ads with Eminem, this year’s message didn’t aim for lowbrow laughs. It went for the heart.

Airing logically at the game’s mid-way point, It’s Halftime In America featured Clint Eastwood, his narration segueing from the situations in the locker rooms to the dire straits in America’s living rooms and the road to recovery; all without mentioning a single Chrysler product.

The two-minute spot cut between shots of Detroit, assembly lines and everyday Americans--not to mention a flash of protestors outside the Wisconsin State Capitol, in sync with the phrase “discord and blame.”

Before you’re reminded too much of the terminally crabby Walt Kowalski he played in the Detroit-set Gran Torino, Eastwood shifts into a more optimistic gear, “But after those trials, we all rallied around what was right, and acted as one.”

That optimism isn’t just a state of mind but a kick in the pants to get moving (seriously, would you expect any less from him?).

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Comments (3)
  1. Probably my favorite Super Bowl spot of them all...

  2. Maybe it won't sell more Chrysler products, but it was to me the best ad by far, responsible and well done. Unfortunately, the Chevy truck and Sonic ads and the Audi (vampires) ad were just plain silly and bad (I own an Audi). Chrysler (and Fiat) are due some strong praise for there efforts here.

  3. Very positive messages, including a subtle one about national un ity built around working for prosperity via manufacturing. Subtle but clear that Chrysler is a positive force for the USA. Subtle cuts include a Challenger with the two red stripes visible, a rear corner of a Ram Truck, a Jeep right front fender, etc.

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