Chrysler featured Motor City rapper Eminem in a brand campaign that debuted during the Super Bowl on Sunday night. The new spot features the 2011 Chrysler 200 and reveals the brand's new tagline,
"Imported from Detroit."
The two-minute spot, a Super Bowl first was shot in Detroit using a local cast and crew members. Eminem doesn't perform in the ad, but the beat from his song "Lose
Yourself" sets the riff for the spot.
The campaign talks about the whole Chrysler brand lineup, including the 300 and Town & Country minivan. The two-minute anthem spot has shots of
Detroit with voiceover saying things like "I got a question for you? What does this city know about luxury?" as shots of torn-down buildings, smoke stacks, the Joe Louis fist sculpture down town roll
past as if shot from a moving vehicle. "What does a town that's been to hell and back know about the finer things in life? Well, I'll tell ya': more than most. You see, it's the hottest fires that
make the hardest steel."
As the spot cuts shots of Detroiters with shots of the grill of the new 200, the voiceover goes on to say that "We're America, but we're not New York City, or the
Windy City, or Sin City." As the car stops at the Fox theatre in Detroit, Eminem emerges from the car and goes in, where a Detroit choir is singing. "This is the Motor City," he says. "And this is
what we do."