By on February 7, 2012

So what about Chrysler’s halftime ad? You know, the one with a Clint Eastwood who looked like he would die on the set? It did not show up in any of the rankings. It is neither on the “that ad’s the bomb!” list. Nor is it on the list of ads that bombed. Maybe because Edmunds could not find the car. Car? What car? The ad tried really hard to repeat the “Imported from Detroit” success. Instead, the ad created a lot of controversy. Controversy? The [forbidden word] hit the fan! It might cost Obama the election!

A lot of people mistook it for a political ad. Chrysler Group Chairman and CEO Sergio Marchionne had to quickly refute the rumor on a Detroit talk radio program:

“It had zero political content. I think we need to be careful, and God knows I can’t stop anybody from associating themselves with the message. But it was not intended to be any type of political overture on our part.”

After Karl Rove, former top political aide to President George W. Bush, said that this is tantamount to “using tax dollars to buy corporate advertising,” the White House had to deny that the ad was a “I give you Chrysler, you help me getting re-elected” deal.  After claiming that all the ad wants to do is “sell cars” (what cars?), White House press secretary Jay Carney went on to say:

It does point out a simple fact, which is that the automobile industry in this country was on its back, and potentially poised to liquidate three years ago, and this president made decisions that were not very popular at the time that were guided by two important principles: One, that he should do what he could to ensure that 1 million jobs would not be lost; and two, that the American automobile industry should be able to thrive globally if the right conditions were created, and that included the kinds of reforms and restructuring that Chrysler and GM undertook in exchange for the assistance from the American taxpayer.

So there. Marchionnegate off the table.

Leave it to what Wikipedia calls “an American neoconservative[2][3][4][5] opinion magazine[6]” to light one hell of a fire under the ad. The Weekly Standard found out that Detroit’s comeback ad was – are you ready for this –not filmed in Detroit. Really. The Weekly Standard cites Chrysler spokeswoman Dianna Gutierrez who admitted:

“Yes, part of it was filmed in New Orleans . . . and some was filmed in various parts—such as Los Angeles.”

Shockingly, Gutierrez is quoted as saying that the tunnel scenes were taken at the Los Angeles Memorial Coliseum, the stadium shots were in New Orleans. According to the Weekly Standard, stock footage of Detroit was used:

“Asked whether any part of the ad was filmed in Detroit, Gutierrez said that previously taken footage from various parts of the Motor City was used. No image of Detroit was shot for the specific use in this ad.”

Now THAT is a juicy scandal. Who needs allegedly illegal; campaign contributions if we have THAT? Fake Detroit! Two hours after the Weekly Standard, Fox News was on the story, and there’s no stopping it. This thing is more viral than Ebola.

At the time of this typing, the ad had 2,730,612 3,933,192 views on YouTube. THAT’s what we need in these trying times: Free advertising.

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49 Comments on “Chrysler Halftime Ad Bombs In Research, Goes Viral Powered By Controversy...”

  • avatar

    I liked it. In the abstract, it was a fine piece of advertising and got a positive response.

    Now whether it helps sell cars, who knows? It was very well done, just the same.

    As far as the “bailouts” go, I don’t care about that either. The government did what it believed to be in its best interest, political or not.

    Now if the ad wasn’t actually shot in Detroit, so what? Hollywood is all about make-believe, anyway, and I’m smart enough to know that.

    Free advertising? Someone paid for it…this is much ado about nothing. Would you rather have street thugs dressed as hamsters?

  • avatar

    It’s all overblown, just like the Fox News dunderhead who thinks that because his Volt had to switch to gas in the Lincoln Tunnel that it’s a massive failure. He didn’t comment on the waste of bailout money on his Tahoe/Escalade. They never do.

    Karl Rove thinks this is nothing but a campaign ad in disguise. Meh. When that’s all you eat, breathe, and sleep, it skews your vision of everything and you cease to be reasonable.

    It was a good ad. Yeah, you can nit-pick the “Is Chrysler American?” thing to death, but in the end, most of the jobs it represents and the economic impact–good or bad–of its business are American. It’s all just a reminder that we Americans are more polarized and locked into ideological flame wars more than we’re actually reasoning through such things. And we’re the worse for it.

    • 0 avatar

      “like the Fox News dunderhead”
      The guy was not a Fox News reporter anymore than Whoopie Goldberg is one. Nor does he claim to be a reporter. You are misunderstanding the show he is on. It is a talk show like “The View”. Much of what appears on Fox News is not reporting. Most folks get that. Try.

      I am a pro-American car buyer so this ad should appeal to me. And it does. I am also a conservative, but I backed the bail-outs. A lot of conservatives did not want to see the US out of the auto business.

      That said, the bailouts were handled badly. Laws and processes were not adhered to. Precedents were set that were not good ones regarding your rights in a free market. The Administration did a poor job in a tough situation. Considering how badly this administration has handled most issues, the bailouts were not as bad as a lot of things these DC bozos did.

      Chrysler has been trying to appeal to guys like me who want the best for the US. Fine. I’ll overlook how they slaughtered their shareholders and are now an Italian company with US heritage. I can do that. I won’t, but I could. The “ad” is fine considering that message.

      The problems are the metaphors. It is not half time in America. Even Clint says it is not a game, yet that is how he presents the message, contradicting himself. That’s sloppy and stupid.

      You stick with your message, and this ad doesn’t. It tried to do too much and it failed. It was not as good as another Superbowl ad they did last year with a similar message.

      The reason for the controversy is not due to it’s message, but due to it’s muddle. How many time does the head of Chrysler need to re-explain what should have been clear from the get go. IT is an ad – and it was rather poor. So, everyone has an opinion, since it failed to really say anything clearly.

      • 0 avatar

        Neither “The View” nor Whoopi Goldberg appear on a channel with the word “News” in the very name of the channel, so those are poor comparisons.

        The “dunderhead” is part of the Fox News truth bending, political axe grinding machine. Talk show host, news anchor – the job title doesn’t matter – all the employees of Fox News contribute to disseminating slanted information. Fox News has every right to do what they do, but let’s not waste our time discussing Fox News’ Theater of the Absurd as if it is a serious news gathering organization that makes critical distinctions between “news” shows and “talk” shows.

      • 0 avatar

        I didn’t say he was a reporter. I said he was a dunderhead. That still stands. :-)

      • 0 avatar

        “…the job title doesn’t matter…”

        Then neither does your opinion since you are painting everyone with the same brush since you have no need for the facts.

        _______________ Hank –
        I didn’t say you said he was a reporter either. I think we are talking past each other here in order to make a point about Fox News. The Fox hatred is not a balanced opinion to take by anyone – not that you really said that.

      • 0 avatar

        “Silvy_nonsense: The “dunderhead” is part of the Fox News truth bending, political axe grinding machine. Talk show host, news anchor – the job title doesn’t matter – all the employees of Fox News contribute to disseminating slanted information.”

        Independent researchers who have actually taken the time to view various news channels found Fox to be among the least biased. That isn’t to say that there isn’t bias on Fox News. The problem is pretending that bias ONLY exists on Fox News. Is there anyone really dumb enough to believe, for example, that CBS, CNN and MSNBC don’t also have their own ideological axes to grind?

    • 0 avatar

      VanillaDude – You’ve made assumptions about me that have apparently clouded your reading of what I said, it’s why I didn’t even bother responding to most of your comment. I get what the guy’s role is, I also know that in further coverage of his remarks on Fox News by both reporters and commentators they took what he said and ran with it. I’m a conservative, I know well who the dunderhead on Fox is, and I think he poorly represents anything even comically referred to as a conservative. I think he’s part of the dumbing down of FN.

      As to The View, if that’s your thing, great, but no thanks.

  • avatar

    I’m a young professional that while not looking at buying right now, I do give recommendations to my friends as to what cars they should consider. While this ad didn’t put the Chrysler 300 on my radar, it does help build the idea that it is a vehicle at least seriously considering, and I have told friends to look at it as well. What other American luxury metal do I suggest to friends, the Cadillac CTS and new ATS has my interest. Lincoln, doesn’t really have anything that interest me. I’d say this ad makes it easier to claim that Chrysler products are at least worth checking out.

  • avatar

    It seemed a little political at the beginning when he’s talking abou tthe two teams thing. But mostly, I couldn’t help comparing it to Riney’s awesome “Morning in America” spot, which this looked clearly cribbed from. Just like Apple shouldn’t do an 1984 sequel, Chrysler shouldn’t have tried doing a sequel to either their spot from last year or the Reagan spot. Superbowl ads should have some originality for all that money.

    • 0 avatar

      I was also reminded of Hal Riney’s ad.

      Although I found it boring, I understood both the message and the target demographic.

      Please stop avoiding our cars because you may have opposed government bailouts. Things were bad. Bailouts were good. Don’t hold a grudge.

      Why Clint? Somebody must have remembered Grand Torino.

      • 0 avatar

        “I was also reminded of Hal Riney’s ad.”

        Aside from the title, which is an obvious homage to the Morning in America ad, I wasn’t.

        This seems to be more of a sequel to the “Imported from Detroit” ad, which appealed to patriotic pride and the idea of resurgence. The Eminem ad was a hit, and 200 sales are above those of its predecessor.

        Chrysler seems intent on marketing itself as being a distinctly American car company. This may be, in part, an effort to keep the average consumer from thinking of it as an Italian company.

      • 0 avatar

        Between his use of early 1970s Galaxies in various police movies, and “Gran Torino,” my first thought was, “Is it a good idea for Chrysler to use a spokesperson who immediately brings to mind a 1970s Ford?”

    • 0 avatar

      I actually thought that it was a political ad for the first 30 seconds or so when I saw it Sunday, but soon recognized it as another Made in Detroit msg. As such, I couldn’t believe that anyone who watched the whole thing would be in any way confused by the purpose of the spot, which is to convince the viewer that we should all pull together since we’re all part of Team America, and the team is down but not out yet. However, if you’re Karl Rove and your main tool has been to sow division, this ad clearly presents a threat to his political efforts. Therefore, it must be attacked as a partisan msg in an effort to reduce any trend to coming together. And it looks like it worked.

      • 0 avatar

        To be clear, I don’t think it was a partisan ad, but the beginning did seem to be talking about two political parties, not US vs China. Then talking about the “times when we didn’t understand eachother” and “division, discord and blame” – that was pretty clearly about the politics to me. The second part seemed to be ‘we had a crap time and now we’re getting better so let’s keep going’. That’s a pretty similar statement to the Riney ad, which definitely did try to appeal to “patriotic pride and the idea of resurgence”.

        He also repeated the halftime line a few ways, so it was more than a title.

        Also, I don’t think Chrysler is doing this because they are afraid of being seen as italian. Most customers don’t even know that Dodge is part of Chrysler, so the Italian fear seems far fetched.

        So, I respectfully disagree with PCH.

  • avatar

    I think the American taxpayer got out of Chrysler with a loss that is less than the loan guarantee to Brightsource Energy, which received $1.4 billion and whose senior adviser is Robert Kennedy, Jr. Brightsource is $1.8billion in debt already. That loan guarantee will probably go the way of Solyndra’s. So Chrysler is a success, comparatively speaking…. At least they ship product and occasionally make money. And this ad is probably a morale booster in Detroit.
    I’d look at a Dart if they haven’t eliminated all the Alfa from it.

  • avatar

    typical TTAC sensationalism, tryng to make something out of nothing. please stick to the actual injustices, like red light cameras and the such, you do a great job at that.

    • 0 avatar

      Yes it’s a tempest in teapot, but TTAC didn’t start the fire (apologies to Billy Joel). This thing has been all over the political blogs, heck my local paper carried a story about it today, and it does relate to cars, so you can hardly expect TTAC to ignore it.

  • avatar

    Its an ad,thats all it is ,nothing more,nothing less. Clint Eastwood is a paid actor.

    End of story.

  • avatar

    I liked the ad enough to post a youtube link on FB. It was more of a buy “American” ad than Chrysler. (yes, American in quotes cuz I’m not starting that argument. Someone will, but not me)
    As for not being filmed in Detroit, so what? Think Dexter actually takes place in Miami? Nope, Long Beach.

  • avatar

    Boo hoo. All these car ads about the pride, recovery, suffering, jobs… It reminds me of the good old days where you were anti-Patriotic unless you had a big fat lump of Detroit iron sitting in your driveway.

    It’s hard to feel patriotic about cars designed in Europe and assembled in Mexico from internationally sourced components. Or the latest crop of 300s and Chargers that are still heavily derived from Benz engineering and architecture. Or the 200, the official rental car of the year, or its Euro-sourced replacement which will inevitably fall short of Ford’s brilliant Focus. Or the bloated Jeep franchise with its many unnecessary models (Compass and Patriot) and whether the new Grand Cherokee was FIAT’s baby or already in the works before the collapse, bailout, and “recovery.”

    There’s RAM truck, about the only bright spot in the entire cesspool of Chrysler, and probably the only way they’re really making money aside from peddling police cars. I’d also happily park a Wrangler Rubicon next to my Cummins powered truck, but that’s getting off topic.

    Politics aside, GM was too big to fail and Ford never asked a penny from O’bama or Bushie. Letting Chrysler fall to pieces was perfectly acceptable, and I don’t need Dirty Harry crying on TV to tell me to buy Al Bundy’s Dodge to save pot smoking union workers.

  • avatar
    Educator(of teachers)Dan

    I liked it and liked Chrysler’s “confrontational” tone in addressing the bailouts. At least it got us to all pay attention to the ad after Madonna’s performance in which she performed like everyone of her 53 years was weighing on her.

    • 0 avatar

      You know a lot of 53-year-old women that look like that? I’m married, but I would consider moving to wherever you live anyway.

      • 0 avatar
        Educator(of teachers)Dan

        I meant the bad lipsyncing and stumbling around the stage. (FYI I prefer the raven haired beauty who called herself Madonna Louise Ciccone and had some nude pics taken of her. Even though I’m only 35 that is my favorite issue of Penthouse when the reprinted those pics.)

  • avatar

    Who cares where it was shot. It was an ad by a great man trying to relay a message that many in this pathetic day and age simply cannot comprehend. If some politition is getting bent out of shape about it maybe he should move to China or Japan.

  • avatar

    Meh. That’s about all I have to say about it.

  • avatar

    If this ad shows anything it is that we live in hyper partisan times where even a “pep talk USA! USA!” ad is somehow perceived to be with us or against us. Bertel’s suggestion that the location where this ad was filmed was somehow a story just adds to that perception.

    As for the ad itself, I would have to say it was brave (or wise?) not to show any of the companies products or even mention Chrysler by name. It may not give a lift to any particular vehicle but it does associate Chrysler corp with a fighting never-say-die image that appeals to most Americans.

  • avatar

    The ad was better than great. Nobody can buy the kind of publicity Chrysler is getting from this for any amount of money. Viewed from this perspective, it may end up being one of the most successful car ads ever.

    • 0 avatar

      Successful? I’m not so sure. A successful ad gets people into the door to shop and buy cars.

      This might be the most controversial, the most talked-about, the most infamous… time will tell. I do think it was very purposefully ambiguous while also provocative. It achieved the desired buzz.

      But don’t forget the first (and I’d say only) objective of an ad is to move the sales dial. Consider that 50% of the people who saw that ad probably didn’t know it was Chrysler. Many more don’t know Dodge and Ram are part of Chrysler.

      So the ad is getting lots of discussion… but will it help get John and Jane Doe into a Dodge store? I’m not so sure.

  • avatar

    The man’s an actor. Playing a role – usually himself – is what he does, and he does it very well. His conservative politics are no secret, either. I liked the theme of the ad, recovery from hard times, although what it has to do with selling some of Chrysler’s excellent – 300; Ram; T&C; Jeep – models escaped me. I never watch the halftime shows. Great Super Bowl game though.

  • avatar
    George B

    In my opinion, the ad fails because Chrysler offers no compelling product to benefit from it’s “We’re Back/Buy American” message. Other than the Jeep Wrangler which would have survived, what post-bailout Chrysler product beats its competition in performance in its market segment? One could argue that the Chrysler comeback is a mirage bought with borrowed money and investor haircuts and more of the same will not end well.

    I give Chrysler credit for attacking their immediate problem of not so great interiors and introduced a good V6 engine. My problem is that their new products, the Jeep Grand Cherokee, Chrysler 300, and Dodge Charger all gained an offensive lineman worth of weight in their redesign at a time when other non-bailout manufacturers have put new models on a diet. Too bad we can’t buy the old Charger with the new engine and interior.

    • 0 avatar

      “In my opinion, the ad fails because Chrysler offers no compelling product to benefit from it’s “We’re Back/Buy American” message.”

      To a certain extent, I agree with you. It sort of reminded me of those early Infiniti ads that attempted to evoke a mood, but that didn’t show any cars. The ads flopped; consumers didn’t make a connection between the vibe that was being pitched and the product.

      But if the goal was to get Eastwood, then it would probably seem tacky to turn him into a pitchman for a specific vehicle. He’s too much of a cultural icon for that.

    • 0 avatar

      “Other than the Jeep Wrangler which would have survived, what post-bailout Chrysler product beats its competition in performance in its market segment?”

      300, Charger, Grand Cherokee, Durango, Town & Country/Grand Caravan?

  • avatar

    My opinion, the ad is completely disingenuous. The ra-ra “buy American” friends I have complain that my Honda is un-American because it’s HQ is over in Japan and the “profits go to Japan.” To them it doesn’t matter that it was assembeled in Ohio of over 50% American made content. Nope, it’s a foreign brand. Well, guess what CHRYSLER IS A FOREIGN COMPANY! Quit trying to be the hometown team, you’re not.

    Detroit is back?! Has anyone been there recently? That city is a mess because they relied on a single industry for their entire economy and when it stumbled the whole damn place failed. If anyone should be offended by the Imported From Detroit line it should be Detroiters. I sure as hell would want my hometown know for more than mediocre vehicles.

    I could care less if Chrysler has some offices in Detroit and screws a few vehicles together in Michigan. I care about the product and the ad didn’t sell me product. It was trying to play on my emotions. Problem is they didn’t have a mid-life crisis mobile like the Viper prominently displayed to play on those emotions. Now all the flag waving car buyers are going to walk into a Chrysler showroom ready to be wowed and they’ll see their half assed offerings and be disappointed. Warmed over retro styled muscle cars? Nobody under 50 cares. NONE of my friends in their 30’s give a damn about that. Staid minivans, ha! Pickup trucks? Seriously? Non-competitive mid sized sedans, yeah, that’ll hook ’em. Maybe Jeep will make some sales, but if gas prices spike all bets off there. Epic fail IMO.

    • 0 avatar

      “Quit trying to be the hometown team, you’re not.”

      If you were in charge of Chrysler marketing, what would you do differently?

      Campaigns that appeal to Americana have been successful before. (“Heartbeat of America” or “See the USA in your Chevrolet” are just two examples.) “We make mediocre cars” would probably be more accurate, but it wouldn’t be very compelling.

      • 0 avatar

        Selling Americana isn’t necessarily a winner. All the years of GM red, white & blue advertising saw their market share steadily decline against mostly asian transplants. To be honest I think they should market on price alone. Then you just need to back that up with a stellar product and drive growth on reputation alone.

      • 0 avatar

        “To be honest I think they should market on price alone.”

        I’m sorry, but that’s not a good idea. Becoming the K-Mart of the automotive world is a sure way to destroy a brand. As it is, Chrysler already leads the mainstream market in incentives, and the goal should be to pare those down, not to crank them up.

        “Selling Americana isn’t necessarily a winner.”

        I don’t think that anyone claimed that it was always a winning strategy. Sometimes it works, sometimes it doesn’t.

        For the most part, Chrysler offers very little that is best in class or unique. That makes the marketing something a challenge.

        Of course, they need a lineup of better cars. But that takes time. Years of bad design and underinvestment left Marchionne with a lot of rubbish as a starting point. Even with a good effort, a complete revamp of a lineup requires many years — it cannot possibly be done overnight.

    • 0 avatar

      If you could care less, that means you care, at least somewhat.

      I have been to Detroit recently. Downtown is MUCH improved over where it was even 10 years ago.

      Have you driven the “staid” minivan? Go back and read the TTAC review by Jack.

      No one under 50 cares? Guess what, they are called boomers (and there is a lot of them) and they have money. Sounds like good marketing to me!

    • 0 avatar

      Why not have a patriotic ad for Chrysler? The US paid to keep Chrysler alive; Chrysler is claiming to do its part by producing good cars and jobs, now and into the future. And based off the latest sales numbers, folks do like the “half assed offerings” of Chrysler. As far as Fiat-Chrysler being an “American” company, I believe that they are American in a way that Damlier-Chrylser never was (and in a way that GM may not be) — the survival of Fiat-Chrysler is dependent on its success in the US.

  • avatar

    “Consider that 50% of the people who saw that ad probably didn’t know it was Chrysler. Many more don’t know Dodge and Ram are part of Chrysler.”

    If they didn’t know it was a Chrysler ad when it was broadcast, they sure as hell do now. The you tube hits on it are going through the roof, and the more television asshats like Rove whine about it, the more people will watch/talk about it. You cant buy that kind of exposure, it happened because Eastwood/Chrysler hit a hot button in a lot of people from both sides of the aisle.

  • avatar

    Um, for what it is worth Bolling has been primarily on the Fox Business channel and has been opposed to the bailouts since the latter part of the Bush Admin. He has been consistent on that since the very beginning. You may now return to your regularly scheduled Fox News bashing.

  • avatar

    I think this ad works well, and ties in nicely with other recent Chrysler ads. “Arrive in Style”, “Manifesto”, and “Born of Fire” all seemed to say “We’ve done great work in the past, we’re down but not out, and we can do great work again”.

    “It’s halftime in America” takes this message, and adds “We’re halfway there, and playing to win”. This speaks to their progress improving their product line in the past two years, and massive sales growth in the past year, while still acknowledging that there is still some hard work ahead of them and some important work to be done – such as the introduction of a class competitive C segment car.

    I don’t think the Fox News crowd has hurt Chrysler one bit – haters gonna hate, and I doubt any of those folks would have anything good to say about a bailed out automaker in any case, but they did contribute to this ad becoming a viral sensation. 4,404,648, 13,902 likes, 895 dislikes at the time of this typing…

  • avatar

    As a Super Bowl ad I thought it was failure since it was too quiet, too long and a confusing message, but I think it has found success in all the post noise. As far as the America is on its way back story I am okay with that.

    I am not ashamed to admit that I am pro Big 3, pro Detroit, pro Michigan, pro Midwest America. I know all about the shoddy metal that has been shoved on to the streets by inept/lazy management and overpaid/underworked unions. However, I think it is still important for America to have a manufacturing base to compete in a global world. The economic multipliers for the auto industry are huge and I have seen the reverse impacts not just in Detroit but in all of Michigan, Ohio, Indiana, Pennsylvania, Illinois, Wisconsin, etc. Maybe you are a lawyer in NYC, or rich retire in a gated community, or sell insurance in LA and only care about yourself and what your neighbor thinks of the car in your driveway, it’s your choice since it is still a free country.

  • avatar

    Holy $hit….sometimes a cigar is just a cigar…and sadly, America’s manufacturing fall is well past halftime…

  • avatar
    John Horner

    I loved the ad, and love the irony that it was put out there by an Italian owned company. Clint Eastwood is a die hard Libertarian/Republican, and I don’t think he in any way saw it as a pro-Obama ad like Rove and some other fringe thinkers are saying.

  • avatar

    I liked it!
    But I must admit that Im from the older generation that sometimes needs a kick in the pants to get ‘pumped up’ about America again!
    AND i think Fiat/Chrysler(dont forget what the Germans did to the company) deserves special praise for NOT promoting their cars in the add.
    A very upbeat add when we need it..and all you neo-facists/neo-socialists just get a hard on bashing it!
    Get a F*****g life!
    This IS the second half..and we will succeed without your Bu*****T

  • avatar

    My opinion is worthless since I am at the bottom of the socio-economic pile and can not offer anybody of real influence a job or speaker’s fees and likely doomed to a meager existence in what I hope is a reliable used long-wheel-base cargo van outfitted with the necessities for mere survival at at least a meager comfort level.

    “The USA needs ditch diggers, also.”

    The ongoing propaganda worked upon me until acquired knowledge too late in life woke me up to reality.

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