BERNAT LÓPEZ / ©RACERZ
If you have $9 million to spend on a single ad, are you really in need of a comeback? That was the question people were asking of Detroit centered and bailout receiving Chrysler, which used Eminem to help promote the vehicle. Chrysler 200 was launched in the 2011 Super Bowl, using an ad which today has 18 million views on YouTube. This shooting is the most expensive car commercial of all time.
The two-minute ad was unusual for its length, airing during a broadcast in which a 30-second spot costs $3 million. And it framed the gritty urban images, including vacant factories, with an attitude that embraced the city’s past and its survival instinct. Rap star Eminem drives around while he looks how Detroit has grown.
“What does this city know about luxury, huh?”, the narrator asks. “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”.
“Because when it comes to luxury, it’s as much about where it’s from as who it’s for. Now, we’re from America, but this isn’t New York City or the Windy City or Sin City, and we’re certainly no one’s Emerald City”.
For Chrysler, which emerged from bankruptcy in June 2009, the commercial kicked off an advertising campaign that it hopes draws buyers back to showrooms and revives the brand.
Investing $9 million paid off. “Chrysler 200” was the number two search term on Super Bowl Sunday on Google, beating out the Black Eyed Peas, the band that performed during halftime. Search traffic for the Chrysler 200 on AOL Autos was 685 percent higher than normal on Monday and it topped all vehicle searches on AOL’s Autoblog.com.
NBC Nightly News did a feature on the ad. And a poll conducted by auto industry trade weekly Automotive News, which asked readers to rank all the auto ads in the big game, chose the Chrysler ad by a long-shot, with more than 40 percent choosing it by Tuesday after the game.