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?).