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Chrysler Has A City To Sell To You
by
Bertel Schmitt
(IC: employee)
Published: February 7th, 2011
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Chrysler is proud of the fact that they did NOT release their Super Bowl ad on YouTube like most of the others. “While many sponsors revealed their advertising plans for Sunday’s Super Bowl, the Chrysler brand remained tight lipped to create a stronger impact for the reveal of their new marketing and advertising campaign featuring famous Detroiter, Eminem,” their press release says. Their unprecedented 120 second spot (in the advertising world, that counts as feature-length) supposedly sold the new 2011 Chrysler 200, and ( we gave you fair warning) introduced the brand’s brand new tagline, “Imported from Detroit.”Chrysler should apply for funds from Detroit’s city development agency, because the ad is mainly an ad for Detroit, with the Chrysler 200 as a product placement. Why? As the off speaker says, “Because when it comes to luxury it’s as much about where it’s from as who it’s for.”Chrysler is playing a risky gamble with this ad. The power of the national identity of a brand is overvalued, and often, it turns into a liability. This is why large international brands usually try the utmost to disassociate themselves from where they are from. With everybody knowing that the Italians are calling the shots at Chrysler, the gamble becomes twice as risky.No wonder that Detroit is ecstatic about the ad. “Detroit had a presence on that very important national stage — and a message,” jubilates the Freep. However, the Detroit paper had to concede: “Don’t know if it will sell cars. But Sunday night, it sold a city.”Like any audacious gamble, it could be a win or a lose. Give us your odds.
Bertel Schmitt
Bertel Schmitt comes back to journalism after taking a 35 year break in advertising and marketing. He ran and owned advertising agencies in Duesseldorf, Germany, and New York City. Volkswagen A.G. was Bertel's most important corporate account. Schmitt's advertising and marketing career touched many corners of the industry with a special focus on automotive products and services. Since 2004, he lives in Japan and China with his wife <a href="http://www.tomokoandbertel.com"> Tomoko </a>. Bertel Schmitt is a founding board member of the <a href="http://www.offshoresuperseries.com"> Offshore Super Series </a>, an American offshore powerboat racing organization. He is co-owner of the racing team Typhoon.
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Published February 7th, 2011 6:54 AM
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It is a good ad and a good metaphor. Detroit is to cities what the Sebring is to cars. But there was one very misleading statement about "been to Hell and back" - as far as I am aware, Detroit has been to Hell, but it has not come back. The idea that Detroit has rebounded to what it used to be is an outright lie. Detroit is still an absolute failure and so it Chrysler.
Kunstlercast #143 pretty much ruthlessly deconstructs this commercial. http://www.kunstlercast.com/