Chrysler: “Imported from Detroit feat. Eminem”
A two-minute tribute to Detroit, starring Eminem, that aired during the 2011 Super Bowl.
- Brand
- Chrysler
- Year
- 2011
- Agency
- Wieden+Kennedy
- Category
- Cars
Grey skies, empty factories, statues and murals of Detroit pass by while a deep voice asks what a city that has "been to hell and back" knows about luxury. The instrumental of Eminem's Lose Yourself builds up, and the rapper himself drives through the city before walking into a theatre, where a gospel choir is singing.
At around two minutes, it was one of the longest commercials ever aired during a Super Bowl, in February 2011. Created by Wieden+Kennedy, it came at a time when Detroit and the American car industry were recovering from a deep crisis, and Chrysler itself had just been rescued.
The ad is remembered less for the car, the Chrysler 200, than for its message of pride. Its closing line, "Imported from Detroit", became a slogan for the brand and for the city.
Watch the full ad on YouTube
Could you recognise it with the logo hidden? This ad is one of 129 famous commercials in Guess the Ad.
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