Imported from Detroit

[neuron]

How did everyone feel about the Chrysler spot during the Super Bowl with Eminem? It's been the ad agency conversations around the water cooler (I work at one) and the general consensus was it was one of the better spots.

I thought it was ok. It just seemed like a let down that part of this was to introduce a vehicle that looks like a re-hashed 1995 Sebring. Puleeasse. You barely "saw" the vehicle in the spot and the design was nothing to get excited about nor did it make me put Chrysler back on my conderation list (if I was in he market for a new car).

I guess "Imported from Detroit" meant more to us who actually live, know and understand the sentiment - but did it resonate with any of you out side of Michigan?

[telero]

I liked the commercial... it was obvious to me where they were going with it at the beginning, but a couple of my friends were asking why Eminem was in so many commercials lately. In this case, before the commercial even ended, I pointed out that he was from Detroit and that Chrysler is as well. That kind of gave them the "Oh yeah, they make cars in Detroit" moment. I don't know if they would have caught the connection if they commercial hadn't said it...kind of sad really.

[woodman411]

Originally Posted by neuron

I guess "Imported from Detroit" meant more to us who actually live, know and understand the sentiment - but did it resonate with any of you out side of Michigan?

It did not resonate with me, maybe because the realities of globalization does not jive with the commercial's strong Detroitism/nationalism slant. It's true, the 200 is built in Detroit, but it is the only Chrysler model that is (the 300 and Town Country are built elsewhere). Chrysler itself is owned in part by foreign entities, and it is a given that Fiat (an Italian company) will eventually take a controlling stake. The CEO of Chrysler and the Chrysler brand are Italian and French, respectively, and it is a given that Sergio Marchionne is primarily responsible for the bulk of changes that made the revised 200 possible.

I wonder if this commercial would make more sense for the Ford Fiesta? Maybe, maybe not. German design, Mexico built, HQ in Detroit. Globalization, see...

[aggoodin]

Its resonates as a joke to me. I thought Chrysler wanted to position the "Chrysler" brand as a premium brand as part of their rebirth. Ram trucks, Dodge for the common folks and Chrysler for the upscale and entry level lux crowd.

So they trot out a riced out car with eminem rolling it. Straight ghetto, which is where they exist now.

[BondiBlue]

Good marketing, crappy product. They'll have to do better than that to keep the Sebring....err...."200" from being the rental rocket that it is. Other than the 300, Chrysler has been making garbage for years. It will take several years of good build quality and reliability reports for me to buy another one. I loved the looks and build quality of my 300 but it wasn't much fun to drive. Sure as hell wouldn't get me to own a Sebring/200 though.

[neuron]

Originally Posted by woodman411

It did not resonate with me, maybe because the realities of globalization does not jive with the commercial's strong Detroitism/nationalism slant. It's true, the 200 is built in Detroit, but it is the only Chrysler model that is (the 300 and Town Country are built elsewhere). Chrysler itself is owned in part by foreign entities, and it is a given that Fiat (an Italian company) will eventually take a controlling stake. The CEO of Chrysler and the Chrysler brand are Italian and French, respectively, and it is a given that Sergio Marchionne is primarily responsible for the bulk of changes that made the revised 200 possible.

I wonder if this commercial would make more sense for the Ford Fiesta? Maybe, maybe not. German design, Mexico built, HQ in Detroit. Globalization, see...

Yea, the hypocrisy you mention of Fiat behind the Chrysler curtain made it hard for me to swallow the nationalism. Closer to home, it took an ad agency out of Oregon (Kennedy +Wieden) to actually produce the spot - which isn't faring well among us Mad Men in Detroit. But that's cool. We're over it.

What's even sadder is the Chrysler website. What a mess. And for the record, the new Chrysler badge rips off Aston Martin's.

I didn't start this thread for us to bash Chrysler (yea, I took some shots there), but it seems to me that it's going to take more than just a $9M spot to have consumers reconsider the brand.

"This is the Motor City. And this is what we do..."

[GapBoyPCS]

Originally Posted by neuron

I guess "Imported from Detroit" meant more to us who actually live, know and understand the sentiment - but did it resonate with any of you out side of Michigan?

To some extent...yes. I spent a few years in the Windsor and Detroit area.

[Bobby]

Advertising is all about perception....not reality. So, the message really resonated with me..the fact that the car was barely visible was besides the point (or, maybe it was the point!).

A+

[70sstrat]

Pride in nations product is a great thing. However the hypocrisy others have spoken of was nagging me the entire time.
From what I understand the refresh, the best part of this car currently, was mostly due to Sergio Marchionne. Chrysler is a great example of globalization and I don't quite agree with this message.

"Imported from Detroit" makes sense, in that they want to represent the "return of luxury" to America. The thing is you're talking about selling a nations product to itself.... I know I'm being literal, but it bugs me. What's wrong with advertising as more of a melting pot with italian style and American build quality?

[One4MeToo]

This is what they do? Has anyone driven by the Pontiac area? It's been made almost a ghost town. There are hundreds of buildings in the Michigan area crumbling to the ground.
I didn't like the message myself. My job and life is tied to the automotive industry. I'm surprised he was able to find an open auditorium.
I'm glad Ford took the steps they did to get their quality on track.
I think GM will get there. I'm not so sure on Chrysler.