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Posts Tagged ‘imported from detroit’

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 Going Hip-Hop with 8-Mile Edition Sedan

Second special edition to honor Motown.

by on Oct.15, 2012

Eminem's iconic movie 8 Mile will be honored with a special edition of the Chrysler 200 sedan.

Chrysler is taking its “Imported from Detroit” campaign a step further with two special edition sedans planned to celebrate the Motor City’s musical heritage.

The maker will release a special version of the 200 sedan – which received its big send-off during a 2011 Super Bowl commercial starring rapper Eminem – designed to honor the 10th anniversary of the release of the iconic hip-hop movie, “8 Mile.”

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A second special edition, this one based on the bigger Chrysler 300, will be tied to the release of the new Broadway show, “Motown: The Musical,” the maker’s global marketing chief Olivier Francois revealed during an interview with the Detroit News.

“We needed to give Detroit credit for what it really does stand for,” said the 51-year-old French-born executive who took over marketing operations for Chrysler as the U.S. maker became part of a Euro-American alliance with Fiat SpA.


Marty’s Marketing Minutia

Lincoln makes time for Times, Toledo goes to the Dogs, and a PSA worth watching.

by on Mar.25, 2011

A Safe Driving Adult PSA Worth Watching

Mercedes-Benz this week announced a teen age driving school, Toyota has had one for several years, BMW offers a teen driving school in South Carolina, Bridgestone has a special program too, but what about those beyond learner permits? Like adult drivers driving adult-ly?

All of us on occasion do run through an orange light, make a right hand turn even through there’s on-coming traffic, push it to 80 or 85 on certain freeways, detest those damn speed cameras that should have remained on the Autobahn, and even pass in the wrong lane. Why? Because we’re in a hurry, right? Common sense tells us the only correct, as in legal, time to drive at high speed is on a private track or at one of those expensive adult driving schools.

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Obviously all the yellow signs, radar guns, speed zone and traffic lights in the world don’t make for safer, slower driving. Experts say most auto accidents – not counting DUI – are caused by excessive and unnecessary speed. Increased auto safety could come from the simple act of slowing down. Just think about it.  While in Australia earlier this year I saw this auto safety by slowing down public service commercial on the local television and now it’s come to the US. Click Here to see one of the best public service announcements because it resonates with reasonable people.


Marty’s Marketing Minutia – Imported from Detroit

Chrysler’s Clothing, Consumer Advertising and Celebrity Endorsements

by on Mar.18, 2011

Chrysler's revised logo - the merchandise program helps fund a variety of charities.

Sartorial Salute from IFD

Don’t recognize the IFD brand name? It’s the new Chrysler label, Imported from Detroit, a line of inexpensive sportswear that is based on the now-famous Chrysler Super Bowl commercial’s tag line.

There are eight different items listed at the special web site for men, women and kids, primarily t-shirts, hoodies and caps ranging in price from $29 for the T’s to $55 for the ubiquitous hoodies in three colors – white, gray and black – but available in sizes from S to 2XXL.  Click here for the video.

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To order Click Here and follow the links. The garments look good, as does the new logo and please consider the following constructive comments from an ex-fashion marketer.  I must assume the fabric – 50% polyester, 25% rayon and 25% cotton — is of good quality, nice and soft, can be machine washed and is color fast but this was not detailed. And I was very surprised not to find a large ‘Made in USA’ on the landing page and commented on it to a Chrysler public relations exec when we chatted on the phone. It’s “Made in USA” spec is detailed on the style pages, but just part of the description. Given the “Imported from Detroit” tagline, this is important, very important!


Chrysler Sues Over “Imported from Detroit” Tagline

Federal suit claims merchandiser using line without approval.

by on Mar.17, 2011

Chrysler has revised the "Imported from Detroit" logo and added new merchandise.

Chrysler is asking a federal court to block a Motown clothing distributor from using “Imported from Detroit” tagline the automaker introduced as part of its widely-discussed commercial presence in the Super Bowl.

The lawsuit claims Moda Group LLC, which operates the Pure Detroit website, has been using the “Imported from Detroit” line to merchandise its goods without Chrysler’s permission.

The tagline wrapped up an unusual – and hugely expensive — 2-minute commercial starring rapper Eminem.  Chrysler has since made the line its new theme, and has even begun marketing an array of its own merchandise billed as “Imported from Detroit.”

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Moda’s owners, Kevin Borsay and Shawn Santo, both from the Detroit suburb of Grosse Pointe, were named as defendants.  But their spokesman said they had “no comment at this time,” adding, “We’ll be in touch.”

Chrysler’s commercial was ostensibly built around the launch of the new 200 model, but many analysts saw it more as a way of reintroducing the brand, which was nearly lost during the company’s 2009 bankruptcy.


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.”