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Chrysler Hopes to 3-Peat With New Super Bowl Ad

Downplaying expectations after two touchdown passes.

by on Jan.17, 2013

Eminem rapped poetic during Chrysler's first Super Bowl breakthrough.

When it comes to the Super Bowl, it sometimes seems like the battle between advertisers can be as fierce as the fight on the field. But Chrysler has been a real standout the last two years, first with an unconventional, two-minute spot featuring rapper Eminem, then last year returning with Clint Eastwood.

With the game a matter of weeks away, Chrysler is hoping to three-peat with a commercial still being pulled together. But one thing is certain, with Super Bowl airtime more expensive than ever, the automaker will look to find ways to leverage its message by making use of social media opportunities.

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Olivier Francois, Chrysler’s chief marketing officer and the man behind the company’s stand at the last two Super Bowls, said thenext Super Bowl ad is still in the works. It’s been shot but it hasn’t taken final form yet, he noted during an interview this week at the North American International Auto Show.


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.”


Will Eminem Make Return Appearance for Chrysler?

Chrysler brand boss scheduled to meet with rapper.

by on Feb.10, 2011

Will Eminem return as Chrysler spokesman?

It was one of the highest-rated – and talked-about – commercials on the Super Bowl.  But will there be a reprise of the cinematic Chrysler spot, dubbed “Born of Fire,” that featured rapper Eminem?

That’s been a frequent topic of conversation almost from the moment the unusual 2:00 minute commercial aired during the second half of last Sunday’s game.  The emotion-tinged effort featured the rapper, born Marshall Mathers, driving through a city that has, as the narration explains, “been to hell and back,” before he joins a gospel choir to deliver an 11-word message that essential says Chrysler is back.

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Chrysler brand boss Olivier Francois is meeting with Eminem today as a follow-up to the spot, the executive revealed to, during an exclusive discussion at the 2011 Chicago Auto Show.  While he didn’t deny that the idea of a follow-up might be raised, he cautioned, “It has to be relevant.”

“I will never engage with a celebrity just to have him a commercial,” that doesn’t have the significance, relevance and impact of the “Born of Fire” spot, which ended with a stern Eminem facing the camera and declaring, “This is the Motor City. And this is what we do.”