Can Chrysler make a comeback after taking a billion dollar bailout financed by China and paid for by US taxpayers? They hope so, after investing about three million dollars per thirty seconds in a Super Bowl XLV advertisement featuring hip hop artist Eminem. The two minute ad, “Imported From Detroit,” sparked strong emotions in viewers – some praising it, some criticizing.
Chrysler emerged from bankruptcy in 2009, just before General Motors, reported MSNBC. Chrysler CEO and President Oliver Francois said Eminem was chosen because he is from Detroit, and like the city he has faced and overcome adversity. NM Insight tracks online commentary and reported that Chrysler’s ad was the biggest story of the night on Super Bowl Sunday.
Critics pointed to the irony of the Chrysler commercial, noting that 25% of the company is now owned by the Italian Fiat Group SpA. Other critics point to the Oregon based ad agency that produced the commercial. The Detroit based agency that previously worked with Chrysler is now defunct. The ad was filmed in Detroit and the company hired a local cast and crew. The voiceover for the ad was also done by a Michigan native.
Detroit residents were encouraged by the commercial’s optimistic statement, “This is motor city and this is what we do.” Washington Post writer Hank Stuever said the ad still won’t convince US consumers to buy Chrysler products.
Ian Schafer, CEO of Deep Focus marketing agency in Manhattan, believes the ad will lead more buyers to Chrysler automobiles.
Political debate over the bailouts was renewed by the ad, as legislators opposed to government bailouts of private companies voiced via Twitter and other online media, according to MyFoxDetroit. An article in Business Week also questioned whether the ad would actually increase the sales of Chrysler products.
Detroit Free Press reported that most of the reaction outside of Detroit was positive. Perhaps patriotism will drive consumers back to US made cars.