I was pretty disappointed by the line-up of Super Bowl advertising spots this year. There seemed to be a lot of recycled ideas from Super Bowls Past, the Snickers "You aren't You When You're Hungry," Doritos using funny dogs, GoDaddy.com is still trying to lure you to their website with the promise of hot naked famous women. There seemed to be this group-think phenomena occurring where half of the spots featured something from the past (mid-evil battle fields, revolutionary bordor patrol, lounge singers, old Mercedes models, etc. etc.)
But there was one that stood out to me:
The fact that they chose Eminem bothers me a little; I had seen a commercial earlier in the evening where he claims to hate being in commercials. But the voice is powerful. What he is saying powerful. This ad commands attention. It is easy to become engrossed in what they are saying and what they are showing. And yes, even Eminem speaks to the power of Detroit to produce greatness out of nothing (not to say that I'm a huge Eminem fan, but he demands some sort of respect for what he does and where he comes from). This ad does more than raise awareness for Chrysler--it makes American auto manufacturing relevant again.
Bravo, Wieden + Kennedy.
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