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Chrysler Puts “Imported From Detroit” Message on New Line of T-Shirts

But GM takes steps to co-opt rival’s ad tagline – along with VW’s hot “Darth Vader” campaign.

by on Feb.16, 2011

Chrysler has put the tagline of its popular Super Bowl ad on a new line of T-shirts.

Hoping to capitalize on the unexpectedly warm reception given its “Imported from Detroit” tagline, which anchored a Super Bowl commercial featuring rap star Eminim, Chrysler will let consumers help spread the message.

But it won’t be cheap, Chrysler planning to charge $29.95 for all-cotton T-shirts it will be selling on its Chrysler division website.  The shirts will feature the “imported” message superimposed over the brand’s recently redesigned winged-badge logo.

Notably, Chrysler says the T-shirts are being made in the U.S., though it’s not clear if the automaker has signed on with a vendor in the Motor City.  (Click Here for TheChryslerCollection.)

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The “Imported from Detroit” message was the brief tag to an unusually long, 2-minute commercial aired shortly after the half-time break of the Super Bowl game, earlier this month.  Where makers typically try to use humor or pastoral scenes to help sell their products, Chrysler took aim at some of what a rival maker called the “myths” about the struggling carmaker.  These included shots of a beaten-down Motor City, as well as images of a town on the mend.

Rap start Eminem is shown driving through Motown in a Chrysler 200 sedan before parking at the restored Fox Theater, climbing onto the stage with a gospel choir and then turning to the camera to proclaim, “This is the Motor City, and this is what we do.”


Chrysler & Eminem Generate Big Buzz With Super Bowl Spot

“Imported from Detroit"?

by on Feb.07, 2011

Born of Fire...Imported from Detroit. Rapper Eminem's spot for Chrysler is generating plenty of buzz.

There was a game on, last night.  Yet, as often happens, Super Bowl becomes for many just a filler for the real battle — between advertisers.  As tough as the fight was between Green Bay and Pittsburgh, the real war pitted the eight automakers who spent an estimated $100,000 a second to get their message across.

While most makers were satisfied with :30 second spots, Chrysler went with a budget-busting 2 minute commercial featuring native son Marshall Mathers, better known to most of the world as rapper Eminem.  It was an eye-opening spot that didn’t hide the down-and-dirty side of the beleaguered Motor City – but it also delivered a surprising message of transformation far different from the “Buy American” paean to patriotism that Detroit makers traditionally have used to cover their flaws.

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And in the process, Chrysler and Eminem appear to have the nation buzzing.  The commercial is the most-searched item on Google this morning.

(Miss it? Click Here to view the commercial.)

The spot that ran in the third quarter, as the Packers and Steelers scrambled for control, was appropriately dubbed “Born of Fire,” and bore a pulsing background track from his song, “Lose Yourself,” from the movie, 8 Mile.

The images of the new Chrysler 200, and even of Eminem, were almost secondary to those of the City of Detroit.  There were the smoking factories and the ruined buildings, close-ups of Diego Rivera’s legendary murals, and a choir in the restored Fox Theater.

“This is the Motor City,” said the rapper, climbing the stage and pointing his finger directly into the nation’s face, “And this is what we do.”