Author Topic: And the winner of Super Bowl XLV is...Chrysler? (Read 13785 times)

Mitlov · « **on:** February 07, 2011, 02:06:09 am »

Based on a highly-unscientific survey of Facebook status updates from my friends, the Chrysler ad was the best of the Super Bowl. Curious what non-American audiences would think of it:

http://www.youtube.com/watch?v=15GcfkIdhPA

sailor723 · « **Reply #1 on:** February 07, 2011, 04:12:35 am »

Sorry Mitlov, I haven't seen all of the Super Bowl ads but if this was the best then it was a bad year.

tpl · « **Reply #2 on:** February 07, 2011, 05:19:26 am »

What was it trying to sell to me? That Detroit, the city, is recovering? or what?

sailor723 · « **Reply #3 on:** February 07, 2011, 05:51:39 am »

I've seen these kind of "we're back,we've changed and we're better than before" ads before and I'm kind of cynical. Show me 2-3 years of above average quality and reliability rankings/history and I'll start to listen.

I found it ironic that the car in the ad was the "new" 200. Isn't it basicly just a refreshed Sebring with better trim?

dougjp · « **Reply #4 on:** February 07, 2011, 07:01:21 am »

The ad was somewhat memorable, I'll give it that. But it was just flag waving, whoring off of patriotism. Pretty shallow stuff. I thought all that was easy to see through, guess for some people it wasn't!

safristi · « **Reply #5 on:** February 07, 2011, 07:20:48 am »

..they should film another version on "THAT SHINING CITY ON THE HILL".........BrantFORD! with a Black 3000C HEMI........

BRANTFORD 3000 DETROIT Zero......

and c'mon Detroit Finish that Bridge link to Canada customs area it's a damn disgrace.....

inco · « **Reply #6 on:** February 07, 2011, 08:20:17 am »

Not a bad commercial but the star should have been the Jeep Grand Cherokee or the 300. A new grille is not a better 200. Hmmm - maybe the 300 suffers the same problem. Oh well.

Erik · « **Reply #7 on:** February 07, 2011, 08:36:41 am »

Asking canadians about a patriotic American ad won't get you far. Canadians don't have much enthusiasm for Canadian patriotism, let alone American.

Erik · « **Reply #8 on:** February 07, 2011, 08:41:40 am »

Finally watched it, and I think it is bloody brilliant. Perfect for where America is now. It also made the 200 look really good!

Mike · « **Reply #9 on:** February 07, 2011, 08:50:24 am »

Quote from: inco on February 07, 2011, 08:20:17 am

Not a bad commercial but the star should have been the Jeep Grand Cherokee or the 300. A new grille is not a better 200. Hmmm - maybe the 300 suffers the same problem. Oh well.

The 300 wouldn't work as 'Import from Brampton' just isn't as catchy

Mike · « **Reply #10 on:** February 07, 2011, 08:51:05 am »

That was an alright commercial and did make the 200 look much better then it probably is (which is the whole point of commercials).

I personally liked Eminem's other commercial better

http://www.youtube.com/watch?v=1DHo8fYFsd0

mrthompson · « **Reply #11 on:** February 07, 2011, 08:57:04 am »

Imported from Detroit.

TopGun · « **Reply #12 on:** February 07, 2011, 09:22:19 am »

Quote from: Erik on February 07, 2011, 08:36:41 am

Asking canadians about a patriotic American ad won't get you far. Canadians don't have much enthusiasm for Canadian patriotism, let alone American.

Eloquently put Erik. This ad wasn't intended for Canadian audiences...and as we see from the comments, rightfully so.

Quote from: dougjp on February 07, 2011, 07:01:21 am

.....But it was just flag waving, whoring off of patriotism. Pretty shallow stuff.....

So "German engineering" or "Japanese reliability" I guess is a different flag to waive....so that's OK.

TopGun · « **Reply #13 on:** February 07, 2011, 09:28:10 am »

Quote from: Erik on February 07, 2011, 08:41:40 am

Finally watched it, and I think it is bloody brilliant. Perfect for where America is now. It also made the 200 look really good!

The honkin' 300 would've looked better...but ya...it's from Brampton eh...they would have been slagged on that.

If I were GM or Chrysler, I'd use the patriotism angle like crazy. Why?

This is a time of great change in the American automotive landscape where I believe there is more marketshare to be gained than I've ever seen before. Toyota's issues (real or apparent)....Honda questionable styling...Japanese currency challenges...Hyundai/Kia's strong product...Ford's resurgence...Chrysler/GM bankruptcy....domestics rising up the quality rankings....AND the US economy not doing well.

Looking beyond the 200 (which is just a stop-gap), the game doesn't end with producing competitive product. Last time I checked, the smart thing to do is to use EVERYTHING you have in your arsenal if it gives you an advantage.

sirAQUAMAN64 · « **Reply #14 on:** February 07, 2011, 10:26:31 am »

I thought the commercial was very well done and impactful.

Similarly, the "Imported from Detroit" tagline is thought provoking, and the best and most memorable Chrysler's had in eons. They should continue using it.

dkaz · « **Reply #15 on:** February 07, 2011, 11:27:42 am »

Korean company iRiver did the same thing when the American Apple iPod was starting to invade Korea, and they called on for patriotism, remembering the brothers who fought for the freedom of the country, how they managed to fight off monsters before and how they will fight this new one off. Of course, the message fell on deaf ears.

Mitlov · « **Reply #16 on:** February 07, 2011, 11:46:30 am »

I'm don't think local pride and patriotism are the same thing. And this ad was local pride. I've seen plenty of patriotic car and truck ads before (Chevy's "this is our country"), but outside of Harley-Davidson, the local pride angle is rarely used. And where a company is using Detroit's story and culture as an analogy for their brand--not America as a whole, but Detroit specifically--I think it's interesting. It could have been a train wreck, particularly when the ad distanced Detroit from New York City, the Windy City (Chicago), and the Emerald City (Eugene, Oregon, in addition to the obvious Oz reference), but I think it was beautifully executed.

None of these are patriotic slogans. They're all local pride:

"Now we’re from America, but this isn’t New York City, or the Windy City…and we’re certainly no one’s Emerald City [Eugene, Oregon]." "This is the Motor City and this is what we do." "Imported from Detroit."

And inco, both the 200 and the 300 have a lot more going on than a new grille.

Autoblog's first drive of the Chrysler 300: "A lot newer than it looks from the outside

Autoblog's first drive of the Chrysler 200: "Sebring successor goes a long way to address old ails

initial_D · « **Reply #17 on:** February 07, 2011, 11:50:11 am »

I liked that ad.

Thought the ads this year were ... cute? Nothing really stand out.

...

StarChoice/ShawDirect was the only provider use the direct US feed. The likes of Bell used the CTV feeds.

5 Wheel Drive · « **Reply #18 on:** February 07, 2011, 11:58:47 am »

Quote from: sirAQUAMAN64 on February 07, 2011, 10:26:31 am

I thought the commercial was very well done and impactful.

Similarly, the "Imported from Detroit" tagline is thought provoking, and the best and most memorable Chrysler's had in eons. They should continue using it.

As well done as it was, I think I prefer the VW Passat commercial because it made me laugh.

dougjp · « **Reply #19 on:** February 07, 2011, 12:06:09 pm »

Quote from: initial_D on February 07, 2011, 11:50:11 am

I liked that ad.

Thought the ads this year were ... cute? Nothing really stand out.

I suppose you could say ~~two~~ one ad stood out, the "Just Go For It" ad

Good point Mitlov about local pride vs. patriotism.