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Imported From Detroit

February 6, 2012

In a Presidential election year Chrysler’s latest Super Bowl advertisement can be taken as nothing less than a political message—a successful one.

The ad had almost nothing to do with pitching Chrysler automobiles (no trucks or cars were mentioned) and everything to do with providing unabashedly patriot commentary. Chrysler has done for two years what the GOP candidates have been unable to do all year; get Americans excited about Americans excellence. Competition, standards; in the words of Aaron Sorkin they made framed their message around being a heavyweight.                                                         

From a strictly advertising point of view this year’s “Halftime in America” ad was clearly created as a sequel to their earlier, ‘Made in Detroit’ commercial with its attached theme “Imported from Detroit”.  While last year’s ad was an all or nothing gamble on the vitality of the brand this year’s was focused on their comeback.

Executives at the company dodged collapse in 2009 thanks to a $12.5 billion bailout from the Obama Administration. Last week it announced its first profit in 11 years after seeing its sales in the United States grow for 22 months straight. The “Made in Detroit” says it helped boost domestic sales of the automaker’s brand, which are up 24%. Based on its 30% overall jump in sales of its cars and trucks profits would rise 50% to $3 billion in 2012. Last May it repaid all its U.S. government loans.

In the commercial, Eastwood talks about the challenges that still face the nation and the company as both begin to fully recover from the recession. “All that matters now is what’s ahead. How do we come from behind? How do we come together? And, how do we win?” Eastwood says, “I’ve seen a lot of eras, a lot of downturns I my life,” “This country can’t be knocked out with one punch,” “We get right back up again—and when we do the world is going to hear the roar of our engines. Yeah, it’s halftime, America. And our second half is about to begin. “

They’re doing more than simply preaching their message they’ve created a marketing plan to help spread it. Their website now acts as a platform to discover where the video has been viewed and how many people’s it’s reached, in an effort to share their unifying message—and sell a few more cars.

Barack Obama, Mitt Romney, Clint Eastwood, 2012, Campaign, Karl Rove, George W Bush, Chrysler, The White House, Halftime in America, Super Bowl, General Motors, recession, Detroit, US auto, Obama Administration, jobs, YouTube, Copyright claim, NFL, NFL Properties LLC, Brian McCarthy, Google, blackout, mystery, Detroit Free Press, Razzle Dazzle, unconventional, automaker, Sergio Marchionne, Chrysler Group CEO, National Automobile Dealers Association, Las Vegas, calculated, all or nothing risk, MSNBC, pundits, cars, trucks, and Jeeps, second term, National Football League championship, Madison Avenue, Dodge, Ram, moniker, Eminem, David Axelrod, Twitter, Commutations director Dan Pfeiffer, Department of Energy, fuel-efficient, Guallberto Ranieri, 

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