"Imported from Detroit"
(Click to enlarge)
It took Fiat management to teach Americans how to do patriotism right -- not that there was ever a shortage of flag waving in our spots. Chrysler's new Italian management crafted a patriotic message that connects with the side in all of us that hopes for a better future. That is, a future in which not every single American must take a job wearing a headset, shouting "How can I give you excellent service?" while simultaneously training his replacement in Bangalore.
This wasn't just gratuitous flag waving. The ad screamed strength, power, and democratic ideals. The choice of using Eminem as a spokesperson was genius -- he is a "brand" inexorably connected with Detroit and exudes a gritty, authentic appeal even broader than his MP3 penetration. Plus he's cute.
Why it's a win:
- Tremendous increase in Chrysler 200 sales versus the Sebring it replaced (Allpar)
- Tens of millions of ad views on YouTube and other sites
- A dramatic increase in Chrysler Google searches (4 times more, to be exact)