Chrysler found its beat and spun it for millions Feb. 6 during the Super Bowl with “Born of Fire,” an incredible two-minute commercial in which the manufacturer staked its flag in the heart of Detroit and proclaimed, “We’ll fight to build cars, because that’s what we love.”
Using industrial images from the Motor City set to the tune of one of its most famous musicians, hip hop artist Eminem, the commercial blended hard, cold steel to the human soul. At the end, “Imported from Detroit” flashes across the screen for an impact on anyone who believes the automobile is not an appliance — it’s a reflection of their spirit.
Last night’s “Born of Fire” commercial is the second out-of-the-park TV spot from Chrysler in the past few weeks. The automaker’s latest Chrysler 300 commercial will stop any “Letter Car” (or serious car nut) dead in their tracks with black-and-white images of top-line Chryslers from the 1940s to the early 1960s.
Chrysler appears to be backing up its words with cars for the passionate driver: the new 300 and Dodge Charger and, of course, the still-hot Challenger. “Born of Fire” actually promotes the new Chrysler 200, a new model that lacks the brutish, bullying appeal of the rear-drive Chrysler 300 and Dodges, but if the commercial holds true, it will provide the passionate driver with an experience worthy of the 200’s big brothers.
The two-minute spot, a Super Bowl first, was shot in the city of Detroit using a local cast and crew members. Chrysler chose internationally known Detroiter Eminem and his song “Lose Yourself,” because the lyrics tell us we all have the ability to do anything we set our mind to and that failure is not an option.