The Hello Bar is a simple web toolbar that engages users and communicates a call to action.

Advertise on Detroit Moxie

Search Detroit Moxie
Connect with me

Get your Detroit Moxie gear!


Most Recent

« Detroit Moxie's Weekend Roundup | Main | 8 Daring & Different Ways to Celebrate Valentine's Day in Detroit »

Detroit shines on Super Bowl Sunday thanks to Chrysler & Eminem

The Chrysler 200 Super Bowl commercial with Eminem sent the Detroit community into a frenzy.

This is the Motor City and this is what we do.

Imported from Detroit.

Those words paired with the images of Detroit landmarks and Eminem were sending chills down spines and making neck hairs stand on end.

My Twitter stream was moving at lightning speeds.

Tom Shea (@TomShea) put it best:

You see, here in Detroit we’re used to being bashed on the national and international stage. We get it, we’re the butt of everyone’s jokes and even some of our hometown Detroit boys spread the negative message.

It breaks our heart.

It pisses us off.

And then we get back to work.

Last night the Super Bowl spot by Chrysler changed that. Detroit’s inner beauty was put on the national stage with our own Eminem leading the charge.

Recently when I thought of the Big 3, it meant Ford and GM. There wasn’t a third. For whatever reasons, I had stopped thinking of Chrysler as an American company let alone a Detroit brand.

Welcome back to the Big 3, Chrysler! You did Detroit proud. Thank you for showing the world the beauty and strength of Detroit.

What did you think of the ad? Will it influence your next car purchase? Did it change your perception of Detroit?

PrintView Printer Friendly Version

EmailEmail Article to Friend

References (3)

References allow you to track sources for this article, as well as articles that were written in response to this article.

Reader Comments (12)

Makes a person proud, all right.

In addition to showing the city's strength and iconic scenes, it may be an example of the creative talent here -- assuming the Portland, Ore., agency (Widen + Kennedy) enlisted a Michigan director/filmmaker and crew.

In any event, Freep associate ed. Ron Dzwonkowski has a prediction worth echoing:

Don’t be surprised if the ad’s tagline, 'imported from Detroit,' starts showing up on T-shirts and ball caps — locally and in all those places where expatriate Detroiters struggle to describe their home. Maybe now they can just pull up the ad and say, 'this is what I’m talking about.'

February 7, 2011 | Unregistered CommenterAlan Stamm
February 7, 2011 | Registered CommenterBecks Davis

loved it. sure! hope Em hit the door lock button on the way into the Fox. that bitch'll be gone to some place on John Kronk if he didn't ;)

February 7, 2011 | Unregistered CommenterEnoLa


I thoroughly enjoyed the video and your post. It's hard not to feel proud and the outpour of excitement is great, I'm really hoping people celebrate and get back to what the video stands for...getting knocked down and fighting your way back up.

As for if this would impact my buying decision the answer is no, however what it does is spotlight a product that otherwise would have passed me by. Effective commercials don't sell just as well written resumes don't get you a job. They create an opportunity to further the conversation or purchase decision.

February 7, 2011 | Unregistered CommenterDavid Benjamin

This commercial sent chills up my spine. My family was talking loudly and as soon as I turned and saw a snapshot of downtown on TV, I "SHHHHHHHPH'ed" them and we were dead in our tracks watching. It's awesome because the excitement is STILL brewing on Twitter. I love our community.

February 7, 2011 | Unregistered CommenterMandy

That's my hometown!

February 7, 2011 | Unregistered CommenterP. Endress

Glad you all loved it as much as I did!

I love that perspective and the analogy to a resume. You're so right, it's the start of a conversation. Before the ad, Chrysler wasn't on my radar. Now they are. I'm not saying that I'll buy one of their vehicles but at least they're in the game.

February 7, 2011 | Registered CommenterBecks Davis

Being from a Chrysler family this made me especially proud. Nice post Becks!

February 7, 2011 | Unregistered CommenterSchmee


February 7, 2011 | Unregistered CommenterMandi

I agree with you on the commercial. It probably won't get me to buy a Chrysler but what it did do was open the conversation and helped me realize there is a third in the Big 3. Often times we are bombarded by messages from Ford and GM and I thought for sure Chrysler had been long gone. They don't get the hype of the other two and they are NOT as integrated into our new media culture as the other two.

There are pessimists who hate everything auto related and can not understand the importance of showing something other than ruin porn or just telling the bad tales out of Detroit. This is a battle cry and I can watch this over and over.

I had people in Western Canada tell me that it sent them chills. So it isn't just Detroit.

February 8, 2011 | Unregistered CommenterJamie Favreau

It's great that people from all over the country and North America feel the same way we do about the spot. That speaks to how powerful it really is.

February 9, 2011 | Registered CommenterBecks Davis

Was that Christopher Roddy from the Guardian Building in the commercial?

February 12, 2011 | Unregistered CommenterJoe

PostPost a New Comment

Enter your information below to add a new comment.

My response is on my own website »
Author Email (optional):
Author URL (optional):
Some HTML allowed: <a href="" title=""> <abbr title=""> <acronym title=""> <b> <blockquote cite=""> <code> <em> <i> <strike> <strong>