If you haven’t seen the new ad Chrysler ran during the Superbowl last night, you should really have a look:
VOICE OVER: I got a question for ya.What does this city know about luxury, huh? 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.
Add hard work and conviction and the know-how that runs generations deep in every last one of us.
That’s who we are. That’s our story.
Now, it’s probably not the one you’ve been reading in the papers. The one being written by folks who’ve never even been here and don’t know what we’re capable of. Because when it comes to luxury, it’s as much about where it’s from…as who it’s for.
Now, we’re from America. But this isn’t New York City. Or the Windy City. Or Sin City. And we’re certainly no one’s Emerald City.
EMINEM: This is the Motor City. And this is what we do.
The scenes are all pure Detroit including shots of the Fox Theater and the Diego Rivera mural, “Detroit Industry“, that fills the walls of an entire room in the Detroit Institute of Arts.
It’s gritty. It’s coarse. It’s pure Detroit and pure America.
Without a doubt the best ad of the entire evening.
Adding …
The spot is actually titled “Born of Fire“. The voice-over was done by a Michigander named Kevin Yon. Yon saw the ad himself for the first time last night, just like the rest of us.
One Republican member of Congress, Dennis Ross, couldn’t allow this inspirational ad to pass without using it as an opportunity to be a complete asshole:
“Imported from Detroit” … “borrowed from China”
Everyone else pretty much thinks it was awesome if the hubub on the innernetz is any indication.
I’m just sayin’…
