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.

Leave a comment and tell us what you think.

Comments (14)
  1. Mark McMackin says:

    Need Kid Rock to do one – then Chrysler will fly higher

  2. bruce says:

    I jumped out of my chair when i saw the ad….it was the best of the super bowl ads……please do more to show the greatness of detroit

  3. Matt says:

    About time more people and companies stick up for city and state.

  4. Pete Manschot says:

    I have always been proud to have grown up in Detroit. I have owned a Dodge ( 3 mini vans) for over 35 years. This ad was excellent! WOW! Detroit is coming back!

  5. TWHY? says:

    DETROIT STAND UP!!!! People need to realize that this City saved our country and possibly the World as we know it! When we fought in wars back in the day it was our city and our people who built thee tanks, plains, and Hum V’s that saved the country in a war that not so desisively won! a least common nick name for our City is the Arsenal of Defense! So before U bag on Detroit or fix your lips to say something negative, think about the FREEDOMS and LIBERTIES we have and then check yourself!

  6. Mo Zareef says:

    I have to admit that the commercial was touching and for anyone who has anything bad to say about Detroit, they really need to see what it has to offer which is more than what the country’s perception is. I’m from Toledo and we have felt many of the affects of the downturn of the economy but I will forever stick up and fight for the D because I love it and everything it has to offer. Be proud Detroit you’re a great city!

  7. Jennifer Frustaci Adlhoch says:

    Incredible ad! This IS the kind of work we should be doing!

  8. JoeA says:

    I’m Detroit born and Detroit raised, and that ad made me proud to be from the Motor City. My wife and I were pointing out locations to the rest of the people we were with: “Been there, yep, seen that, that’s the DIA.” Great ad.

  9. Iliija USA says:

    I”m from Macedonija country just south of Srbija i love everithing overthere but also i love more here because i leave hire in Detroit vork for detroit and i suporth Detroit all the way . Born and raised two beutifol children seccesfol finincial secure 3 grand children and i think detroit givme the operthunity to do all above..Thankyou Detroit,go read wings go pistons go lyons go general motor,go ford,and go go crysler corporation and Fiat from Italy……

  10. sparty1216 says:

    Big time kudos to the maker of this commercial, let’s remain focus in Motown.

  11. Julia Grantsynn says:

    My favorite Superbowl commercial. Makes me so proud of my hometown. About time Detroit gets the positive recognition it deserves.

  12. Bluestatue says:

    Way to go Chrysler!!!

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