Though the Super Bowl commercials are known for their celebrity appearances and (sometimes) hilarious gimmicks, rarely do the viewers get a look into the heart & identity of a company while also being entertained. Last year, Google’s “Search Stories: Parisian Love” set a new standard for showing Super Bowl viewers what a company’s product actually did while also making a touching commercial that triggered an emotional response.
Google didn’t have a spot in this year’s game, but one company capitalized on using the ad time to set a definition for their brand and that company was Chrysler. Chrysler’s lengthy 2-minute spot focused on defining the building blocks of their brand’s identity. Although the commercial was essentially a straight minute of voice-over narration, the use of the urban backdrop of Detroit and celebrity endorser Eminem’s riff for his mega-hit “Lose Yourself” still provided viewers with a chilling emotional response. Chrysler may have been using the commercial to announce its new 200 model, a “luxury” car, but the ad focused primarily on the American grit and hard work that goes into each and every one of its vehicles.
During a time when America is constantly being classified by how behind we are in the global marketplace, Chrysler chose to define its brand as purely American. Everything from the visuals, to the voice over, to Detroit born & raised celebrity Eminem provided a united identity for Chrysler that culminated in the company’s new tag line: “Imported from Detroit”.
Anna Kate Babnik, Katie Eagle, Deji Adeleke, Tiffany Evans, and Carissa Niederkorn