The car is crap, but I do like the message.
I think they should have featured the Chrysler 300 instead, but overall, as an ad that sells the brand, I think its brilliant.
This was a very well executed ad, but they need the shit to back it up. Chrysler (and most other car companies) should look at why Ford is doing well now.
Kia and Hyundai as well but Ford is the best example because it was one of the three US companies that had a rather spectacular crash, but Ford was the only one who really picked themselves back up, even though Ford was the only one who didn't take the bailout. The big difference between Ford and Chrysler and Chevy is instead of working on making their cars seem good, Ford actually put effort into improving the product. Since the bailout Ford brought over successful cars from Europe, made awesome new ones like the Raptor, and improved existing ones. As an American I look at Ford as the company that chose not to rip me off, and instead succeed by listening to what people wanted and making it. It makes you WANT to give them money because of all the car companies they are the ones that seemed to put effort into earning it.
You have to remember though, what Chrysler was selling here...they were selling in Europe too. Unlike Ford who could magically pick up their "best from Europe" and put them here.
Also Ford was able to borrow platforms from brands they owned like the previous gen 6 platform for Fusion, and the S80 platform for Taurus, Chrysler didn't have much to platform share with....sure Mitsubishi was around, but that modified Lancer platform that Chrysler ended up using for both the compact cars and the midsizers didn't turn out too well. The MB stuff was far too high end to be cost effective in these lower tier segments as well.
Don't forget that Chrysler also suffered from literally being drained to death financially by Daimler. That's one reason why the interiors were so awful, why cars like Caliber and Avenger seemed underdeveloped, why even their bread and butter minivans suffered. Add in a year or two of ownership by a private equity company that wasn't interested in cars it seemed, and headed by a washed up Home Depot CEO and you can see why things were basically on "mediocrity auto pilot"
The amount of progress that Chrysler's made on their products so far with the budget they have and the short development time is impressive. Gutted interiors in nearly everything...even the Caliber, nearly every suspension and body bushing changed on the refreshed stuff like, attractive facelifts (save for 200 but tooling's expensive) on even their most criticized models like Compass. A 3.6 liter V6 that can go toe to toe with the best from Japan...they've done a lot. You may not have seen a ton of promotion for it...but they've done a great deal.
More importantly, Chrysler is the underdog in the Big Three American auto industry (which is itself an underdog in the auto industry in general). Detroit is an underdog in the pantheon of notable American cities. Eminem is an underdog in the rap industry - when he started, with the image he gave himself:
So the ad brings together three underdogs that are all connected with each other: Detroit, the city that's fallen on hard times, Chrysler, the car company that's fallen on hard times, and Eminem, the artist who's always been in and out of hard times to begin with. It's a great way for the three entities to reaffirm themselves in a bold, dramatic way, in front of a massive audience that might not have known any better or wouldn't have cared in the first place. It's not trying to sell the Chrysler 200, a warmed-over Sebring. In fact, it's great because it promotes not a product, not so much a company at large (which is what it's doing, obviously), but a concept. It links a product with not only a celebrity but also an entire region and its products. And it gives people a different perspective to think about the product but from common human emotions and experiences (redemption, recovery, etc). It hits all of these things without sounding as cliche as one might expect. Bravo. Don Draper would be pretty proud of himself.
Still, I thought Eminem was going to stab me at the end.
Apperently there are many Spectres on this forum.
I just realized this as I was listening to my KISS album. You know what would make this commercial kickass? Replace "Lose Yourself" with "Detroit Rock City." Then replace footage of the new 200 cruising with footage of the 200 powersliding around corners. Keep the narration, maybe change the driver.
Detroit Rock City as a follow up general SRT-8 commercial with the 300C, Challenger and Charger complete with pyrotechnics and power slides.
And instead of saying, "this is what we do," say, "We do this too."
Not sure who you would have as the spokesperson though.
Slogan is eh, haven't made up my mind yet.
The commercial itself was awesome, Eminem wasn't a bad touch but it would have been fine with or without him.....they picked the wrong car for that commercial though. Very disappointing...should have been the new 300 SRT8 or something. :lol: