Today is the day for a different sort of Monday morning quarterbacking. It is time for all the advertising experts to give their opinions on the best and worst of the television extravaganza that is the Super Bowl broadcast. After being disappointed by the work of some traditionally major Super Bowl players like Budweiser, Ken Wheaton of AdAge found himself praising the likes of Justin Bieber and Timothy Hutton for ads that seemed to receive mixed responses from viewers. He also gave Chrysler top marks for this striking spot (a very expensive spot at 2 minutes long):
Here is what Wheaton had to say about this ad, which was produced by Wieden & Kennedy:
Is Olivier Francois the Alexis De Toqueville of American car manufacturing? I'll say this much. I find it odd -- and encouraging -- that a Frenchman working for an Italian company has figured out a way to make car commercials that play on patriotism interesting. Maybe the Chrysler CMO has picked up the gritty fighting spirit of his new home city rather than the malaise. Because this ad? This two-minute, pod-hogging ode to Detroit? It charges you up. Sure, U.S. automakers have previously tried to convince us that "We are all Detroit" before, but not with creative this captivating. And after a few years of a battered economy, most Americans are more inclined to identify with Detroit than with, say, New York or Sin City, both of which are name-checked here. As the spot says, "We're certainly no one's Emerald City." What starts out as a down-on-our-luck tribute to a broken city morphs into a defiant, we're-back rallying cry faced by none other than Eminem, another broken thing out of Detroit who happens to be staging a massive comeback. Tea partiers and labor unions alike will cheer this one, including the tagline: "Imported from Detroit." Will it move Chrysler 200s? Who knows? Will it move viewers? Definitely.
Read Wheaton's analysis for all the ads here.
Posted
02-07-2011 9:40 AM
by
Graham Griffith
Filed under: marketing, advertising, Chrysler, Super Bowl commercials, Ad Age, a case for bubbles, groupon, timothy hutton, wieden & kennedy, justin bieber, ken wheaton, best buy