As we were ending class today, the Chrysler 200 Superbowl Ad came into discussion. However, we didn’t have time for the actual discussion part, just the showing of the commercial itself. Therefore, I figured I’d use this post to talk about probably one of the most effective ads the Superbowl had to offer this year. This commercial aired during the third quarter, which is the prime spot for a Superbowl ad to take place. Since everyone is done eating and catching up with friends at this point, the population is at its most attentive phase, not to mention that everyone is tuning in to who actually has the upper-hand on the game since the fourth quarter is rapidly approaching. Even if you were not watching the commercials, the opening sequence of this Chrysler ad was bound to get your attention. It opens with the narrator voicing: “I’ve got a question for you”. Already, the narrator sets the level of closeness between the commercial, himself, and the audience through the use of second-person narrative. Further in the sequence, the narrator uses the term “we” several times to infer that he and the population are one single entity, bound by something in common. What is the commonality they designate? America. It makes sense, really. With a population tuned into that which embodies an Americanized sport—football—the audience is bound to relate. As the commercial continues, backdrops of industry machinery and city buildings are juxtaposed with patriotic emblems such as American flags and ordinary-looking American citizens. The color scheme is dark and dismal, and the feel of the commercial is grainy and unsteady, adding to the industrious scheme radiating off the advertisement.
After establishing that the city is in fact Detroit, the narrator makes a direct comment toward the city saying that it’s been “to Hell and back”. This is the first reference to not only Detroit as a city, but also to its Detroit-based automotive company disasters such as General Motors and Chrysler itself. Cue the pathos. As the commercial continues, images of a fist, statues, and murals of working men are simultaneously shown with the narrator using words such as “heart of steel” and “hardworking”. With this, the representation of Detroit as a city of strength, capability, and creationism is overwhelmingly apparent. Cue the ethos. Not only is the narrator referencing Detroit, he is referencing America as a country and what potential it has to build and grow luxury. That’s when Eminem comes into the scene driving the new Chrysler 200. Eminem grew up in Detroit, so his ethos is incredibly obvious for this particular matter. Further, the narrator states how Detroit is nothing like New York City or Chicago—it is the “motor city”; automotive making is what the city does best. After Eminem’s “Lose Yourself” beat subsides, a chorus is shown singing in a theatre as Eminem walks in. Their voices are rising, and they are full of vitality. I took this to represent Detroit’s rising comeback, not to mention Chrysler as well with the production of this new model. One last time, the audience is connected directly with the commercial as Eminem points to the camera and says “This is the motor city. And this is what we do”.
The ethos throughout the commercial continues to build until the end. Not only is the use of Eminem effective, the concept behind Detroit as “hard-working” and as the archetype “motor city” doing what it does best, successfully adds to Detroit’s credibility and character. Even though this was essentially an ad to promote the Chrysler 200, none of the features of the new model were shown besides its exterior. Thus, the ad was aimed more towards promoting the capability of Detroit’s auto industry in a heart-provoking and authentic way. The message of the commercial left me with an essence of pride in not only Detroit and what it has to offer, but what America has to offer as well. It’s time for us to regain our trust in the ability of American industry. Was the commercial effective? I’d say so. Cue the logos. Apparently Chrysler is leading the Sales Demand Index currently, going from 100 to 773 from January to February 7th.
All this for a two minute commercial? Well done, Chrysler!
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