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Chrysler Eminem Super Bowl Commercial – Imported From Detroit


IdahoBert
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Note the location of those who have responded..........not one Detroit address tho' a couple might be close.

You are connected through this board by being a Tiger fan or having family here - people that don't have a Detroit connection won't care. The city puts on flawless major events like the Super Bowl, Final Four, All Star Game and still gets spit on by d-bags like that idiot from Edmonton. Doesn't help that our recent mayor is in prison and as soon as enough time passes for us to forget him - his Federal trial will begin. It was a great commercial, but people that don't already have a connection with this city will give a damn.

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You are connected through this board by being a Tiger fan or having family here - people that don't have a Detroit connection won't care. The city puts on flawless major events like the Super Bowl, Final Four, All Star Game and still gets spit on by d-bags like that idiot from Edmonton. Doesn't help that our recent mayor is in prison and as soon as enough time passes for us to forget him - his Federal trial will begin. It was a great commercial, but people that don't already have a connection with this city will give a damn.
Sorry you are unrealistic. Detroit has a history etched within each of us. Fort Detroit was the catalyst in the War of 1812 to rearm our forces to repel our oppressors. Detroit was the American car industry. Every American has reason to care about Detroit. It has nothing to do with this message board or the local sports teams. I have no family there or even near Detroit. But I do have many friends now here and in the Detroit area who had roots in the Detroit industrial might. There is a difference in not caring and an inability to do anything individually. You carry a jaded view and I'm sorry. Detroit is no longer what it was. Pristine Florida is a neon, 8 lane highway to fantasy in search of your credit. We may not be able to restore what was, but we can recall and be proud of what once was our pride.
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But that type of writing works best when it isn't so obvious that that is what it was trying to do. This is my point. It was forced. it was trying too hard to be poetic. truly poetic writing still feels natural.

look, I am no stranger to scripts like this. Some even were produced. But I knew it didn't work. This didn't work. that's okay. I have known award-winning guys in my day (I worked in NY) who wrote greatness 99% of the time who still turned in stuff that we rolled our yes at. It tried way too hard to be poetic and poignant. Just my opinion as a guy who has been there.

It doesn't make me "uncomfortable" that it wasn't "selly." I tried hard to write great copy and so does every ad guy. It just wasn't good. Sorry.

Advertising Age rated it one of 4 best of the evening.

Super Bowl Ad Review: It Was Bieber Fever and Eminem Epidemic - Advertising Age - Special Report: Super Bowl

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I'm going to do something rarely seen ever on the Internet or on forums.

I'm going to agree with the OP!

Because I'm that kind of guy. I hope to start a trend of people feeling at peace with being able to agree with something for once in an online forum, without having to nuance and parse it apart in hopes of being able to find their own distinct opinion.

I'm in full agreement with the OP. This commercial made our city stand up and stand out. Makes me feel proud to be associated with this city.

"OP" is what? "Original Poster"? Really difficult to follow your thought process on what ever you are replying to.

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I didn't enjoy any of his top four commercials. I am tired of seeing the Detroit fist referenced. Yes, we have a statue of a fist -- let's move forward. I enjoyed the section containing the Fox Theatre but it would have been better if they filled it with people instead of the emptyness. To me, the entire commercial felt cold and I wanted it to end.

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Chrysler has really played up the America angle with ads for Jeep Grand Cherokee, Charger and now Eminem's 200 ad.

Has Ford emphasized its American-ness? If anything it has emphasized its global-ness which, perhaps implies the right kind of American superiority.

I liked the ad. But when i thought about the underlying reason for it...to emphasize that Fiat respects Detroit and that Chrysler can make a good car....I don't think it will move the needle with the died-in-the-wool import buyer. At best, it will retain a consumer of current Chrysler and maybe get a current domestic owner to consider a purchase.

In a similar vein I wasn't really sure what to think of the GM ad where they talked about how GM had gotten up off the mat for a lot of the same reasons.

[Edit: but I was really pumped up by the ad...Eminem should get back to acting]

Edited by ROMAD1
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I liked it. Yes, the copy was all cliches, but they seemed to work. Eminem is a cool dude. The commercial worked overall. I am curious to see a Chrysler 200 and felt the commercial reflected well on Chrysler.

BUT, living here in the Detroit area I can't help but feeling the commercial is visually a lie. The city doesn't look like that and doesn't have that feel to it at all. It's similar to putting full makeup and a designer gown on Rosie O'Donnel, telling her not to speak and calling her beautiful. Once the makeup and dress come off and she starts to talk, you see the real goods and are sorely disappointed.

Again, I liked the commercial and felt it worked, but it was rather visually deceptive, which, I believe, is not a crime and very common in advertising.

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I liked it. Yes, the copy was all cliches, but they seemed to work. Eminem is a cool dude. The commercial worked overall. I am curious to see a Chrysler 200 and felt the commercial reflected well on Chrysler.

BUT, living here in the Detroit area I can't help but feeling the commercial is visually a lie. The city doesn't look like that and doesn't have that feel to it at all. It's similar to putting full makeup and a designer gown on Rosie O'Donnel, telling her not to speak and calling her beautiful. Once the makeup and dress come off and she starts to talk, you see the real goods and are sorely disappointed.

Again, I liked the commercial and felt it worked, but it was rather visually deceptive, which, I believe, is not a crime and very common in advertising.

There are good parts of Detroit and parts that still look good. That was part of the point of the commercial, people go around filming all the bad parts and ripping on it, and they were showing that its not all like the myth of Detroit.

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There are good parts of Detroit and parts that still look good. That was part of the point of the commercial, people go around filming all the bad parts and ripping on it, and they were showing that its not all like the myth of Detroit.

Well, in my opinion, the myth of the dying, decaying, corrupted city is much closer to reality, than the myth about the city shown in the commercial.

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This didn't work.

I dunno... I certainly value your opinion as a someone who was in the biz, but at some point you have to look a the results. I mean, just about everyone in this thread, including those who are not from Detroit or Michigan, have praised it. I'll throw my hat in that ring too. I loved it.

I agree with the person above who said it felt more like a Detroit commercial than a Chrysler commercial, but I still loved it.

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Definitely the best commercial. It was different and risky. Two minutes long, too. I wonder how much that cost?

It was neither different, nor risky. I have seen this spot a million times. GM did it two years ago. Saturn did it 10 years ago. Ronald Reagan did it with "Morning in America."

To produce this spot more than likely didn't cost any more than a :30 spot. You always film enough footage so that you could conceivably put together a 2 minute spot. However, the cost of buying 4 :30 increments on the Super Bowl? Whoo-boy.

The Darth Vader kid was the best spot of the night.

Edited by NeedMoreLike84
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Waiting for the "Imported From Detroit" tees and sweatshirts to start showing up in the "Buy Michigan" stores at DTW and the Malls.

Thought it was a good ad, it got your attention and people talking. That is what it is supposed to do.

As an aside, Bert, I follow Logan's wife on twitter. I think this made their miserable Christmas season worth while.

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I dunno... I certainly value your opinion as a someone who was in the biz, but at some point you have to look a the results. I mean, just about everyone in this thread, including those who are not from Detroit or Michigan, have praised it. I'll throw my hat in that ring too. I loved it.

I agree with the person above who said it felt more like a Detroit commercial than a Chrysler commercial, but I still loved it.

I understand your point. But I think this is more people getting excited by the fact that Detroit was on TV in a good light and they recognized a lot of the places. Sort of like, if your kid was in a commercial, you'd love it cause your kid was in it.

The point of the spot doesn't come through that well either. And when Eminem says "this is the Motor City" he was trying to play off of the whole, NY city, Windy City etc. line of copy. But that was 15 seconds earlier and viewers already had forgotten it.

And when they listed the other things, the VO stressed the middle word "we're not NEW YORK city...or the WINDY city..." But Eminem stressed the word "city..." Might not sound like a big deal, but since they were trying to link the two, a change in read like that totally derails that. Bad editing and performance.

Now, look at the VW Darth Vader ad. That was a great performance. Couldn't see the kid's face but all of the emotion he was feeling came through. It was also based much more on a human truth and was powerful and emotional and touching without trying too hard (unlike the Chrysler spot which was trying reeeeaaaaaaallllllllyyyyy hard)

Edited by NeedMoreLike84
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It doesn't make me "uncomfortable" that it wasn't "selly." I tried hard to write great copy and so does every ad guy. It just wasn't good. Sorry.

With all due respect to your experience in the business, you are wrong.

Nobody out side of Detroit gives a damn about that commercial.

You are wrong as well.

Well, in my opinion, the myth of the dying, decaying, corrupted city is much closer to reality, than the myth about the city shown in the commercial.

And you are missing the point.

Detroit is an ugly and dirty city. It has been since the 60s. That's well known across the country, and this commercial neither changes nor particularly challenges that fact.

But this commercial did something different from the other car commercials: it made Detroit the star, rather than the car, and that is a canny marketing strategy. Because you can put the car out there and say, look at this, this is a good car and you should buy it. But if you inherently do not trust where the car is from -- and many if not most Americans do not -- then it doesn't matter how good the product is. People still will not trust it. So even if the quality of the product has improved, they still have to employ the strategy of selling Detroit as the source of the cars in the first place.

To make Detroit the star in a credible and plausible way, they need to do so not by pretending this is a gleaming metropolis that is the cradle of automotive civilization, which we know is no longer true, but by acknowledging its grittiness as well as its determination to rise up and excel, which this commercial accomplished in spades.

Is this commercial not at all reflective of the real Detroit? I don't think that's the case. It's not as though they focused entirely on downtown Southfield running along the Lodge. They show downtown Detroit, which is not exactly beautiful, and factories which are not really photogenic, and a long shot of the city from a freeway that is not quite picturesque. They show ugly upscale houses, people walking and jogging around, and skaters skating at that rink downtown. That happens -- they didn't have to invent it. And they show the Fox, and it's beautiful, and that's for real, too. And while the copywriting may not win an award, it is evocative enough so that people like me buy off on its premise: that despite its grittiness, Detroit is still proud and strong and ready to embrace the challenge to re-establish its preeminence in the automotive world.

I think the criticisms of the commercial that its execution falls short of the standards of Clio award winners, or that it's intellectually dishonest because it doesn't focus on the burned out houses and empty lots on John R, miss that point. Speaking as a consumer, I thought it was extremely effective in recasting the city's image from one that is long dead to one that is ready and eager to meet the challenges of delivering an automotive product that is worthy of the country that basically invented the car.

That's why I think the spot worked. I hope Chrysler continues on with additional spots in this vein. If they're serious about changing the perception of the city that is still the home of the American car, the potential of this campaign is that it could even act as a turning point in the view America has of Detroit, and who knows whether that can spark something positive in the city itself? More preposterous things than that have actually happened.

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With all due respect to your experience in the business, you are wrong.

I am glad you followed this up with your reasoning. However, it's not just that it's not a Clio winner. It's the fact that I think the copy is a real mess. I think it is trying way too hard to do something it just doesn't do. The footage is beautiful. The city looks great. But the copy is trite and disjointed and doesn't stay on message. It tries too hard to be poetic and it tries too hard to do too many things. It's not singularly focused. It's fundamentally unsound writing. And if the spot was about Dallas I think people here would be a lot more open to actual critique of this.

"because when it comes to luxury, it's as much about where it's from as who it's for." No it's not. In fact it doesn't even make sense. It's not a truism. And that is a perfect example of why I hate this script. That line is trying way too hard to mean something and it just doesn't.

Edited by NeedMoreLike84
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