Curse you, tiny little hot dogs wrapped in crescent buns. It’s because of you that I almost missed Eminem’s performance in a Super Bowl spot for Lipton Brisk Ice Tea.
Once I tore myself away from those deliciously sized snack items, I saw a terrible spot featuring an animated little Eminem adamantly laying down his demands for being in a commercial: hot chicks, film it at his house, name the product after him, etc. Pretty sophomoric stuff and hardly worth the $3 million cost of entry to advertise on this country’s biggest stage.
So imagine my surprise when, about a quarter later, I hear what I think is Eminem’s “Lose Yourself” playing under a collage of Detroit city images and quick flashes of Chrysler’s winged logo.
What is this, another Eminem spot? Where are the hot chicks he demanded? And why is this ad soooo long?
By now surely everyone has heard about Chrysler’s two-minute ad that oozed Detroit pride and featured the Motor City’s own Eminem pitching a revived company and its new 200 sedan. If the ad did one thing, it made a statement that Chrysler desperately wants to be noticed again. Desperate to the point of dropping around $100K a second just to advertise the Chrysler 200, a car that doesn’t exactly showcase the best Chrysler has to offer. Why not the superior 300?
While most Super Bowl ads went for comedy this year, this one went with drama, and I admit, it stuck out. There aren’t many commercials I remember from Sunday, and certainly none I’d be inclined to write about now. In that regard, the commercial was a smashing success.
In addition to the questionable car choice and expensive airtime, I have some hesitation with the new slogan, “Imported from Detroit.” Imported? The word doesn’t fit.
The tough thing about a slogan like this is that it is a huge nod to the company’s hometown. If the rest of the country doesn’t associate with Detroit and the slogan flops, it turns into another knife in the back of a city already on its knees.
Maybe Chrysler should have just heeded Eminem’s demands and gone with the “hot chicks” route. Maybe it could have even named the car the Chrysler Eminem. That way I’d have my quick thrill, a good laugh and would have forgotten about it by Monday morning.
Congratulations, Chrysler, for your out-of-place-but-damn-effective advertising. We’re excited to see what’s next…