Incredible Detroit/Chrysler commercial - Super Bowl

**Dbest** · February-07-11, 09:08 AM

Hey Hamtragedy are you bitter about the Steelers losing? Why else would you come on DYES complaining about the big three ruining Pittsburgh's steel industry. First, the auto industry wasn't their only customer. Second, other countries began to produce steel at a much cheaper cost, like South Korea and their "Little Pittsburgh" facility.It was initiated by their former socialist president. Money Talks, Bullshit walks.... Pittsburgh hasn't looked back and has a huge number of medical related jobs nowadays. They will be alright. It was going to happen eventually and maybe the sooner was better for them.

**Wesley Mouch** · February-07-11, 09:15 AM

After years of stories of Detroit from those 'who have never been there', this is well-deserved.

Thank you, Chrysler, for sticking with Detroit.

**401don** · February-07-11, 09:21 AM

Great ad, I just don't understand why Chrysler which has just redesigned the Charger, Grand Cherokee and 300, 3 vehicles that DO exude power and luxury, would choose to put Eminem inside the 200, a wimpy rebadged Sebring, which is a temporary fix until they launch a proper new mid-size car.

**EastsideQT** · February-07-11, 09:35 AM

Originally Posted by 401don

Great ad, I just don't understand why Chrysler which has just redesigned the Charger, Grand Cherokee and 300, 3 vehicles that DO exude power and luxury, would choose to put Eminem inside the 200, a wimpy rebadged Sebring, which is a temporary fix until they launch a proper new mid-size car.

That's exactly why they put Eminem in that car. Putting him in a Charger or Grand Cherokee would be too obvious. Because you would expect to see him in a car like that. I thought it was brilliant!!!

**Wintersmommy** · February-07-11, 09:41 AM

I have a huge crush on Chrysler right now...there is so much momentum behind the city right now and I love every bit of it.

anyone know where i can get an "Imported from Detroit" shirt? I know someone is out there making them today

**jtf1972** · February-07-11, 09:44 AM

Originally Posted by Pam

I would have liked it better without Eminem in it.

Agree completely. I'm fairly certain that he is not who best represents Detroit.

[[I do know that he is fairly popular though, so putting him in the commercial makes sense. Wouldn't influence me positively to purchase the car though.)

**RedeemerKid** · February-07-11, 09:45 AM

Who are the "Aces" football team that we see in the spot? Anyone know?

**cman710** · February-07-11, 09:48 AM

This ad seems like a clear success at this point.

First, if nothing else, the ad helped build goodwill within citizens of Michigan, which is important after the bailout and the purchase by Fiat. People in Michigan are probably more likely to give Chrysler cars a chance again than people elsewhere.

Second, any thread on DetroitYes! that yields 85% positive comments is remarkable, no less one about a commercial for an auto company. [[I just saw a pig fly across the banner at the top of a page.) It seems like the ad generated a positive effect in most everyone with a connect to the region.

Third, I do not think that the Auburn Hills/Detroit issue matters. Outside of metro-Detroit [[and perhaps basketball fans), very few people have any clue where Auburn Hills is, nor that it is the headquarters of Chrysler. People associate Chrysler with Detroit, so it makes sense that they would stress Detroit in their commercial, and I think that is a good thing. It was also very bold to use Detroit as their brand, given that Detroit is often viewed negatively. I would be curious to see what people's reactions were elsewhere in the country.

Fourth and finally, it was a really well put together commercial, and the fact that they bought out the whole commercial break helped the advertisement stand out. Fortunately, the game was still close at that point, too, so viewership was still probably very high.

**bailey** · February-07-11, 09:57 AM

Originally Posted by cman710

This ad seems like a clear success at this point.

First, if nothing else, the ad helped build goodwill within citizens of Michigan, which is important after the bailout and the purchase by Fiat. People in Michigan are probably more likely to give Chrysler cars a chance again than people elsewhere.

Does that mean we can give all this "buy american" crap a rest then? Since what you are saying is that an Italian car company deserves just as much of a chance as GM?

**EastsideQT** · February-07-11, 10:01 AM

Originally Posted by jtf1972

Agree completely. I'm fairly certain that he is not who best represents Detroit.

[[I do know that he is fairly popular though, so putting him in the commercial makes sense. Wouldn't influence me positively to purchase the car though.)

Who in your opinion best represents Detroit?

**canuck** · February-07-11, 10:10 AM

Originally Posted by 401don

Great ad, I just don't understand why Chrysler which has just redesigned the Charger, Grand Cherokee and 300, 3 vehicles that DO exude power and luxury, would choose to put Eminem inside the 200, a wimpy rebadged Sebring, which is a temporary fix until they launch a proper new mid-size car.

They couldnt fit him into a Fiat 500...

**cman710** · February-07-11, 10:30 AM

Originally Posted by bailey

Does that mean we can give all this "buy american" crap a rest then? Since what you are saying is that an Italian car company deserves just as much of a chance as GM?

I doubt it means that the "Buy American" crowd will give it a rest. While I respect anyone who wishes to buy only American cars, I would never tell anyone they are bad for buying a foreign car.

**downtownguy** · February-07-11, 11:10 AM

Best line from the Fox news story linked by EastsideQT above, "Even the Associated Press quoted NM Incite , a company that tracks online buzz, as saying the Chrysler ad was "the big story of the night."

**hybridy** · February-07-11, 11:16 AM

http://www.nydailynews.com/entertain...=entertainment

"At that point, Eminem steps out of his black Chrysler and enters a Church with a choir singing."

since when is the Fox Theater a church?

**canuck** · February-07-11, 11:16 AM

Originally Posted by cman710

I doubt it means that the "Buy American" crowd will give it a rest. While I respect anyone who wishes to buy only American cars, I would never tell anyone they are bad for buying a foreign car.

Yes, and even though, competition from foreign makers may have been a tough deal for the domestic ones, it was the best thing that could happen for consumers. The tech transfer from partially owned foreign companies by Ford and GM has also been a plus.

**RedeemerKid** · February-07-11, 11:33 AM

Seems the ad did not poll strongly compared to the rest.

http://www.usatoday.com/money/advert...er-chart_N.htm

**cman710** · February-07-11, 11:47 AM

I am not surprised that the ad would rank lower than more traditional, humoorous ads. Also, I bet that this ad played much better in some regions than others. Like I said earlier, I think the ad probably really improved Chrysler's image in Michigan, which is not insignificant. Michigan must be one of the states in which Chrysler has the highest market share. Up here in Massachusetts, you rarely see anyone driving a Chrysler, and I bet the ad did not play well here.

**English** · February-07-11, 11:47 AM

Originally Posted by RedeemerKid

Seems the ad did not poll strongly compared to the rest.

http://www.usatoday.com/money/advert...er-chart_N.htm

"USA TODAY assembled 282 adult volunteers in Bakersfield, Calif., and McLean, Va., and electronically charted their second-by-second reactions to ads during the Super Bowl. Shugoll Research and Trotta Associates chose the volunteers, who used handheld meters to register how much they liked each ad. A computer continuously averaged the scores. Scores are the highest average for each ad."

**English** · February-07-11, 11:48 AM

Originally Posted by cman710

I am not surprised that the ad would rank lower than more traditional, humoorous ads. Also, I bet that this ad played much better in some regions than others. Like I said earlier, I think the ad probably really improved Chrysler's image in Michigan, which is not insignificant. Michigan must be one of the states in which Chrysler has the highest market share. Up here in Massachusetts, you rarely see anyone driving a Chrysler, and I bet the ad did not play well here.

I think the ad might not have seemed significant to those who aren't really familiar with Detroit landmarks or who don't have ties here. Some folks on blogs said they didn't know it was Detroit until either 1) Eminem's rap from 8 Mile began or 2) Eminem actually said "Motor City." I think it united the Detroit and Michigan diaspora all over the country -- so although it wasn't a public service ad, in some ways, it served that function.

**RedeemerKid** · February-07-11, 11:51 AM

Originally Posted by cman710

I am not surprised that the ad would rank lower than more traditional, humoorous ads. Also, I bet that this ad played much better in some regions than others. Like I said earlier, I think the ad probably really improved Chrysler's image in Michigan, which is not insignificant. Michigan must be one of the states in which Chrysler has the highest market share. Up here in Massachusetts, you rarely see anyone driving a Chrysler, and I bet the ad did not play well here.

I figured it would rate higher than it did in that poll. Obviously, outside of the Detroit area it would rate lower that it would from within the Detroit area. But I am surprised at how far down the list it landed.

**rhythmc** · February-07-11, 11:53 AM

I thought the ad was great. Makes me wonder what sorts of biases existed in the groups polled in the USA Today article.

**RedeemerKid** · February-07-11, 11:53 AM

Originally Posted by English

I think the ad might not have seemed significant to those who aren't really familiar with Detroit landmarks or who don't have ties here. Some folks on blogs said they didn't know it was Detroit until either 1) Eminem's rap from 8 Mile began or 2) Eminem actually said "Motor City." I think it united the Detroit and Michigan diaspora all over the country -- so although it wasn't a public service ad, in some ways, it served that function.

Yep. Great ad, received extremely well in the Detroit area, and by people familiar with Detroit. But received not nearly as well elsewhere. I am however surprised by how low it rated in that poll.

**English** · February-07-11, 11:57 AM

Originally Posted by RedeemerKid

Yep. Great ad, received extremely well in the Detroit area, and by people familiar with Detroit. But received not nearly as well elsewhere. I am however surprised by how low it rated in that poll.

^I hear you, but honestly, I am not surprised. Remember we are dealing with 50 years of negative perceptions, many of which continue [[rightfully, some would say). The ad wasn't funny and didn't have any animals or pop culture icons, so your average middle American just wouldn't get it.

**iheartthed** · February-07-11, 12:12 PM

Originally Posted by daddeeo

That ad makes the "I'm a Believer" ad look like amateur hour.
Makes you proud as a parent seeing your kid do well. Inspirational.

That's what I thought as well. The Italians sell Detroit better than Detroiters.

**artds** · February-07-11, 12:18 PM

I wanted to like this commercial. I really did. I had heard about it ahead of time and was looking forward to seeing it air.

But I was disappointed. Seeing all the Detroit landmarks was neat, but I felt that the content was pretty random, it didn't flow very well, the way it was written didn't make a whole lot of sense sense [[church choir on stage in an empty Fox theater? Imported from Detroit???), and if anything, it served to reinforce my feeling that the Detroit automakers really *don't* know luxury like their European counterparts.

Sorry. This is just one man's opinion.