Interview: WWJ’s Jeff Gilbert talks with Melissa Garlick, Chrysler Advertising manager.
“This is the Motor City, and this is what we do.”
Those are the words from rapper Eminem in a two minute Chrysler commercial touting the virtues of the city of Detroit, and introducing the Chrysler brands new tagline “Imported from Detroit.”
“The new tagline was created to convey the message that one does not have to cross an ocean to obtain luxury, it’s available right here,” said Chrysler Brand CEO Olivier Francois, in a statement.
The ad—entitled “Born of Fire”–was shot entirely in Detroit, and used Detroit based actors. It showed the city as hard-working and gritty. There were a number of familiar scenes, culminating with Eminem walking into the Fox Theatre, and delivering his line right into the camera.
“Super Bowl advertising is about making a statement and capturing the attention of the audience,” said the statement from Francois. “‘Born of Fire’ is designed to generate conversation about the brand and the new 2011 Chrysler 200. The spot reflects where the brand is headed and pays tribute to our industrial roots.”
The commercial touching a nerve with Detroit residents, who quickly posted comments on Facebook:
- “It makes me Proud to be from Detriot”
- “I couldn’t have loved that ad more!!!”
- “Brilliant ad for building loyalty! Loved it! I’m so proud!”
- “Very well done, truthful, superb video, cutting and style. Gave me pride to live here.”
This was also the first two minute ad in Super Bowl History.
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