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Posts Tagged ‘halftime in america’

Marty’s Marketing Minutia Special: Chrysler Sends in the Second Team

They make you feel good, but do Chrysler's Second Half commercials get you to buy a car?

by on Apr.02, 2012

A scene from the new Chrysler "Second Half" ad "Tommy and the Ram.".

Way back then, when Don Draper and his pals (and a few of us who were there in those halcyon days) were pitching a piece of new business from a major corporate client the conundrum was, “Should we pitch with product or institutional creative?”  More times than not, institutional – the warm and fuzzy, feel good, selling the big picture, aren’t we magnificent, munificent and magnanimous outlook — won hands down.

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It made the prospective client nod their heads in approbation because the company looked terrific which reflected positively on our not-so-noble, okay crass, intentions no matter how insincere our sincere ads were.  And, yes, it won some business too.

And that is what advertising is supposed to do – sell things!


Chrysler Back – Minus Dirty Harry – With New “Halftime in America Ads”

Despite GOP criticism, theme resonates with American consumers.

by on Mar.30, 2012

A shot from Chrysler's new "Second Half" ad campaign.

Perhaps the biggest touchdown during this year’s Super Bowl was scored by Chrysler, which topped the charts with the response to its 2-minute “Halftime in America” ad featuring Clint Eastwood.

The unusually long spot, which reportedly cost the maker more than $10 million generated tremendous interest among American consumers – though it also triggered some wild criticism from the GOP.   Now, minus “Dirty Harry,” the Halftime campaign is coming back.

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Chrysler is turning the original spot into a series of commercials for each of its four individual brands: Chrysler, Dodge, Ram and Jeep.  Only the Fiat brand will be left on the sidelines.  The move is similar to what the smallest of the Detroit makers did in 2011 when it followed up another 2-minute Super Bowl spot, dubbed “Made in Detroit” with a series of shorter ads minus rapper Eminem.


Chrysler Scores Big With Social Media

“Halftime in America” has a second life online - and Jeep sets a Facebook record.

by on Mar.08, 2012

Clint Eastwood and the "Halftime in America" ad have proven a "viral" hit as part of Chrysler's social media strategy.

Whether it was the subject or the star, things fell unusually silent on the floor of the Geneva Motor Show, this week when Fiat presented the much-discussed “Halftime in America” commercial, featuring Hollywood legend Clint Eastwood.

The spot, produced by Fiat’s U.S. partner, Chrysler, helped open the Italian maker’s news conference – spotlighting not only the role of good advertising and the power of television – but also the way marketing has gone viral. Though it may match the audience of the Super Bowl, where the Halftime spot first aired, the commercial has now been see by over 20 million people online, noted Olivier Francois, who serves as both CEO of Fiat and Chrysler’s marketing chief.

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In its bid to rebuild after a 2009 bankruptcy, the Fiat/Chrysler partners are putting a heavy emphasis on social media, chalking up some big scores as more and more potential buyers “friend” their various brands and check out ads, like Halftime, online that they might otherwise miss.


Chrysler’s Clint Eastwood Commercial Caught Up in Political Storm

Made in Detroit? Er, Louisiana?

by on Feb.08, 2012

Eastwood may be a Republican strongly opposed to the auto bailout but that hasn't stopped critics from insisting the Chrysler ad was a paid commercial for the Obama Administration.

What would Dirty Harry do?  It might take a no-nonsense cop to sort through the political firestorm that has been generated by the much-watched and widely discussed 2-minute Chrysler commercial – starring actor Clint Eastwood — that aired during this past weekend’s Super Bowl.

Was it “not political” as Chrysler CEO Sergio Marchionne insists?  Or was it a less-than-subtle “thank you” to the Obama Administration for the maker’s 2009 bailout?  Meanwhile, the controversy was only escalated as it turns out much of the video used in the “Halftime in America” spot was filmed near New Orleans, despite the Chrysler tagline, “Made in Detroit.”

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The “Halftime” commercial was, on the whole, one of the most popular of the many ads to run during Super Bowl XLVI according to a variety of tracking sources, including Ace Metrix and the consumer panel put together by newspaper USA Today.  The unusually long spot – which followed the format of a commercial featuring rapper Eminem during the 2011 bowl game – took aim at the malaise and fears that seem to be overwhelming America today.  One might argue that the message could have come from either political party and almost hinted at the legendary “Morning in America” campaign used three decades ago by then presidential candidate Ronald Reagan.


Chrysler Feeling Lucky (Punk) As Eastwood Ad is Restored

No explanation why ad was pulled.

by on Feb.06, 2012

The Clint Eastwood "Halftime in America" ad is returned to Youtube.

(Editor’s Note: Check back for more as we update this breaking news story.)

Chrysler’s widely-discussed 2-minute Super Bowl ad featuring Clint Eastwood has been restored on Youtube after being pulled down, for a number of hours due to what was described as a “copyright claim” from the NFL.

The problem is that neither Chrysler nor the NFL — nor Google, which operates the Youtube service — can explain what was, in fact, behind the supposed copyright issue or the temporary blockage of the socially-sensitive spot, dubbed “Halftime in America.” The unusual 2-minute spot, which originally aired at the end of halftime during Super Bowl XLVI, focused on solving the nation’s current problems rather than offering the traditional automotive hard-sell.

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“We’re investigating but we have no explanation for why it was taken down” in the first place, Chrysler spokesperson Dianna Guttierez told  An official with the NFL, meanwhile, said the professional sports league did not have a problem with the ad, hadn’t asked for it to be taken down and has since notified Google there is no dispute that should block the Eastwood spot’s distribution.


Did Chrysler Pull Clint Eastwood Ad Over NFL Copyright Dispute?

Maker denying news reports – but blocks YouTube access to “Halftime in America.”

by on Feb.06, 2012

Is there a copyright problem with the Chrysler/Clint Eastwood ad?

(Editor’s Note: Check back for more as we update this breaking news story.)

An apparent copyright dispute with the NFL has forced Chrysler to block access to the Youtube version of its much-discussed “Halftime in America” commercial, starring Clint Eastwood.  The unusual 2-minute spot, which originally aired at the end of halftime during Super Bowl XLVI, focused on solving the nation’s current problems rather than offering the traditional automotive hard-sell.

Following a year after an earlier 2-minute spot that featured rapper Eminem and focused on Detroit’s comeback, the Eastwood commercial triggered massive discussions on social media and a flood of viewers who raced to replay the spot on sites such as YouTube.

But what caused Chrysler to pull the ad and state that, “This video is no longer available due to a copyright claim by NFL Properties LLC” is unclear.  Just before 10 AM Eastern Time, Chrysler issued a media alert advising that it had received reports the link to the commercial “did not work.  Our apologies!”  The media advisory included an updated link that allows a journalist to view or download the spot without trouble.  (Click Here.)

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A call to the maker’s press office in Auburn Hills, Michigan left the answer unresolved, with an administrative assistant claiming there was no problem with the ad but officials so far unable to explain why the ad was pulled from Chrysler’s own Youtube page.  Adding to the confusion, the cinematic commercial was uploaded by a number of individuals and so far, at least, Youtube, Chrysler and the NFL have made no effort to pull any of them down.


Clint Eastwood Makes Chrysler’s Day

Delivers striking Super Bowl “Halftime” message for automaker.

by on Feb.06, 2012

"It's halftime in America," declared actor Clint Eastwood in the latest Chrysler Super Bowl ad.

He didn’t sell beer, corn chips or soft drinks, and he certainly wasn’t aiming for laughs. But Clint Eastwood’s unusual appearance in a Chrysler corporate Super Bowl commercial has become one of the widely watched game’s most talked-about spots.

The turn by the well-respected star marked the second year in a row that Chrysler focused as much or more on a social issue as on its own products with a long and costly commercial dubbed, “It’s Halftime in America.”

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In 2011, the resurgent automaker enlisted rapper Eminem to anchor a 2-minute commercial that focused specifically on Detroit, a city – and a domestic industry — long counted out by many Americans.  For Super Bowl XLVI, the highly cinematic and equally lengthy Chrysler spot opens with an actor sometimes known as “the man with no name” emerging from the shadows to address the troubled times the nation is now facing.