This is one of the few Super Bowl ads – or TV ads in general for that matter – that actually has something to say about it’s product, it’s customers and it’s brand. “Even though you can afford this luxury car, you worked hard to get to this point. You know what it takes. You understand us, we understand you.” From the start to the point where Eminem comes in the picture, it’s breathtaking. Great imagery, great sound, great message. This ad makes me A) want to buy a Chrysler, B) feel bad for the Big 3 C) feel bad for the city of Detroit. A commercial that makes you feel something other than hatred for the brand has succeeded in my book.
The implicit meaning of the commercial is that American cars can compete with the imports, in both the standard category and the luxury car category. I’ve been extremely critical of the Big 3 in the past.1 I’m of the belief that consumers should buy the most bang for their buck, regardless of where it’s made. If that car is made in Japan, so be it. I am more than willing to buy an American car if it gives me the most for every dollar I’m spending. Toyota has been successful over the past twenty years in part because they aren’t hampered by ridiculous union demands. They don’t have to pay workers $60,000 a year to push a button every ninety seconds. But I digress… I sincerely hope Detroit can get it on track and become a significant part of a growing economy. Maybe it’s just a commercial, but this screams that they “get it”.2