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.)
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.”