Hey Young World,
In this new series, we dissect classic ads that inspire us to this day. You can also follow this series via Instagram and TikTok, where you can find us under @WeAre1520.
“What does a town that's been to hell and back know about the finer things in life? Well, I'll tell you: more than most. You see, it's the hottest fires that make the hardest steel".
Whereas previous classic ads we dissected were more known for their DYI or anti-marketing aesthetics, this Super Bowl commercial by Chrysler - the flagship of the 'Imported From Detroit' advertising campaign - is as polished as they come. The commercial cleverly combines shots of the gritty but beautiful scenery of Detroit and of its people with a stirring narration about the history and character of the city. The emotional impact is heightened by the gradual introduction of the 'Lose Yourself' beat in the background. 'Lose Yourself', of course, is one of most well-known and motivational songs by Eminem, an iconic rapper from Detroit, who appears towards the end of the commercial and - together with a gospel choir - brings it home. Including Eminem and his music wasn't just a good move because of the Detroit connection, but also because the commercial came out at a time in which the first Millennials - who grew up with Hip Hop in general and Eminem in particular - started turning 30, which means more and more of them were in the market for a nice new car. It's clear that this commercial made more than one of them pick a Chrysler, as it is often credited with revitalising Chrysler and the Detroit automotive industry. What else could you possibly want from an ad?
One Love,
Marius | 1520