Wednesday, December 28, 2011

Imported From Detroit - Tapping into Nostalgia

Just two years ago it wasn’t clear if any of Detroit’s “Big Three” automakers would be doing anything for very much longer, and certainly not Chrysler. Now there’s “a hum” out there and it’s starting to get louder.

Few Ads have been able to create a buzz like the one that had rap star Eminem pitching for Chrysler with the $9 million, non-traditional 2-minute commercial that actually kept Super Bowl viewers in their seats — and got them talking about a company that, just months ago many were ready to write off as dead. “Even in places where you wouldn’t expect to get a strong positive reaction [to a Detroit brand], like L.A. and Seattle, the reaction was extremely good,” said Art Spinella, director of the Oregon-based research firm CNW Marketing.

The Ad focused on the new Chrysler 200 sedan but remarkably didn’t contain the traditional pitch for a new car.

The ad, starring Eminem shows scenes and sites of Detroit that many outside Southeast Michigan won't even recognize and is actually a deserving salute to the spirit of Detroit than a mere Ad for Chrysler with the introduction of a new risky ad tagline for the brand: "Imported from Detroit."

Using "Detroit" in an Ad slogan is probably a first for a car company. It is even more unlikely that any company would think about it now given the awful image the city has not only in the rest of the country, but even within the state of Michigan.

The ad and the strategy is the work, Wieden & Kennedy, best known for its long-running Nike and Coca-Cola campaigns. It is also the brainchild of Chrysler chief marketing officer Olivier Francois, who also holds the title of CEO of Chrysler brand.

The spot challenged viewers to reconsider their ideas about Detroit, and with the music from Eminem’s film “8 Mile” in the background the ad concluded with Eminem joining a gospel choir on stage and delivering a message that ran 11 words in total:

“This is the Motor City, and this is what we do.”

If Chrysler can continue to deliver unexpected product — and back that product with more breakthrough advertising — “that could turn into a serious buzz,” which in turn could translate into a turnaround this carmaker so desperately needs.

Call it inspirational, Nostalgic or simply cinematic.. this series is bound to take your breath away.. even if you do not have a blue collar lineage from Detroit..

1. SEE IT THROUGH
See It Through is based around the poem by the Detroit poet Edgar Albert Guest, written in 1917.



SEE IT THROUGH - by Edgar Albert Guest
When you're up against a trouble,
Meet it squarely, face to face;
Lift your chin and set your shoulders,
Plant your feet and take a brace.
When it's vain to try to dodge it,
Do the best that you can do;
You may fail, but you may conquer,
See it through!
Black may be the clouds about you
And your future may seem grim,
But don't let your nerve desert you;
Keep yourself in fighting trim.
If the worst is bound to happen,
Spite of all that you can do,
Running from it will not save you,
See it through!

Even hope may seem but futile,
When with troubles you're beset,
But remember you are facing
Just what other men have met.
You may fail, but fall still fighting;
Don't give up, whate'er you do;
Eyes front, head high to the finish.
See it through!

2. IMPORTED FROM DETROIT
This is the Motor City and This is What We Do!



You see? It is the hardest fighters that make the hardest steel. That 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!

3. SHOW WHERE YOU ARE GOING, WITHOUT FORGETTING WHERE YOU ARE FROM
The 'Homecoming' of Nadmukong Suh


Humble beginnings are true beginnings. They are 'character building' beginnings. They are 'hard work ethic' beginnings. They are 'appreciate what you earn' beginnings. They are the purest way to guage success. Maybe the only way to guage success. But the most powerful thing about humble beginnings is that - they are humbling. Show where you are going, without forgetting where you are from.

4. ATTITUDE
John Varvatos's blue-collar spirit pushes him late into the night, with Detroit-based rock music serving as his fuel. He is a man who hasn't forgotten where he came from.



What a Blue-Collar Attitude can do in a White-Collar World!

5. BEAUTY & THE BEAST
Where we come from, you don't judge a book by its cover - no matter how attractive that cover may be. Around here, you judge something by what's underneath, by its heart and by its soul.



6. ARRIVE IN STYLE
Wasn't too long ago America had it. Looking & Feeling like a million bucks - was practically a birth rate. We didn't race from A to B - we cruised! Going for a drive was a big deal. And when we arrived - WE ARRIVED, in style!

At Chrysler we believe its time to get it back - to re-ignite the American Dream - to regain the style.



Because Pride is a Wonderful Feeling.. We say, let's design cars that are more inspirational than the destination.. Its Time To Arrive - In Style..

7. GOOD THINGS
Dr. Dre commercial campaigning Chrysler's "Imported From Detroit" 300 automobile that can come with a built in Dr. Dre Beats sound system.

Some people say good things come to those who win.. Truth is - Good things come to those who work - Who work Later - Who work Harder



If you are waiting for good things to come to you - You will be waiting for a pretty long time..

8. RAISE YOUR STANDARDS
Yes, we have become an underdog, but no, we will not be asking you to lower your standards to buy a car made here. We will, in fact, be asking you to raise them.



9. RISE FROM THE ASHES
Speramus Meliora; Resurget Cineribus. We hope for better things; It will rise from the ashes. That's the motto of our fair city. This is the Motor City and this is what we do.



10. LOOSE YOURSELF (OFFICIAL MUSIC VIDEO)
The official music video for "Lose Yourself" by the Selected of God Choir.



Like Eminem said - 'You Only Get One Shot' and Chrysler surely has succeeded in owning the moment..