Another ad!
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Chrysler. Super Bowl. W&K. Kevin Yon did the VO.
http://www.youtube.com/watch?v=SKL254Y_jtc
Interesting to compare it to the Virgin ad below.
It’s another observation + VO jobbie, but with a better written and better performed voiceover.
Aside from that, I find the Eminem thing a bit of a distraction. I know he’s Mr. Detroit, but it makes it feel like the ad is trying to make several points at once (maybe it is): resurgence, blue collar values, luxury from hard work, Detroit is not fucked like you thought etc.
I got all that from the pre-Eminem bit. Now I’m just thinking, why is a man with such credibility shilling for a car company? An ad for investing in Detroit, yes. An ad for Chrysler? Hmmm…
Anyway, it’s very well made, so hats off for that.
Agreed. Doesn’t need Eminem. Does need his music though.
there’s a good truth there.
i think they overshot their load on eminem.
less would’ve been more.
and cooler.
he looks a bit silly in that car.
who directed it?
Just one glance at Em would’ve been enough with the music. But who honestly believes that he is driving a Chrysler? The first few shots of the car made me think it’s for Mercedes. Just put a star on the hood. Get it?
So what’s the difference between this and the Bisto ad?
Totally agree about Mr Mathers.
The film moved me. I was seeing the hard uncompromising power of America. The shots of the skyscrapers. The power. The strength.
I was busy thinking about how fucking HARD they punch the world in wars etc and how the US are the new romans – all with a grudging respect.
Then a ratty, weak-featured chav robbed me of the emotions.
Other than that though, I haven’t been as transported by an ad in a long time. Bang on brand. And great, great endline.
The difference between this ad and Bisto?
Bisto is a puddle of shit; this isn’t.
I like it a lot. Eminem feels maybe a little superfluous, but I agree his music makes it better. Him being in it has probably given it a lot more exposure though.
what’s the difference between this and bisto?
haaaahaaaahaaaahaaaaahaaaahaaahaaaahaaaa
Directed by Samuel Bayer, who shot Smells Like Teen Spirit. But who is the voiceover, because he’s damn familiar!
I really like this ad up until the choir comes in. Their introduction seems like an attempt to take the film up to 11, where it was already on course for a 10. Outcome, 7.
now that’s a vo. Not like the slack jawed faggot in the Virgin ad.
This might be bullshit, but apparently Eminem only ever buys American-made cars, for what it’s worth.
Agree that it’s a great spot. The VO is pretty much spot on.
I like it loads for all the reasons in post 5. I even like the Eminem bit, if only because it comes a surprise. Also I get really tired of being told every idea has to be single-minded, so it’s good to see someone doing it differently.
Nicely put anonymouse. Although they were never as hard as we once were and will never be harder than they are now.
At most you only needed him getting out the car, dunno what the whole pointing at the camera crap is all about.
He’s also in this:http://www.youtube.com/watch?v=r1G9Y8VRSdo why does he suddenly need money?
yeah, its wk. the greatest agency on earth.
but i dont like it. not good. but then im not some nationalist american bigot whos been to hell and back. luxury. whatevs.
Ben – because it’s an ad for Chrysler you could argue that it IS an ad for Detroit (until some smart arse tells me they’re assembled in China). The old adage was ‘What’s good for GM is good for America”. If Chrysler flog units (even the weedy one that Slim Shadey is driving) that’s probably good for Detroit. Great v/o.
Mary, where are you getting ‘bigot’ from this one?
Mr G, I think it is indeed an ad for Detroit, but when the Chrysler badge appears it dilutes all that – as far as Eminem is concerned, anyway.
It’s a tricky one. The crossover line is big, grey and blurry, but I would have no question with Eminem selling the Motor City, rather than driving the swankier model of one of its brands.
Voiceover – worked it out (I think).
It’s the guy who looks after Junior Soprano in the Sopranos. Is that right?
Brilliant. Spot on writing, directing, and art direction. When was the last time an auto ad actually had something to say? Great end line, too.
sam bayer directed this. i worked with the producer of this and she said they had a godawful time finding anything in Detroit that looked good on film. eminem did feel bolted on. guess bob seger said no 😉
@ Ben 3.27
Ah but you can’t eat sausages with a Chrysler.
I wonder if Chryslers run on Bisto.
Agree about The Emster being slightly heavy handed….but in the end, fuck it, it’s a great spot for a brand and an industry that needs to reassert its balls. It makes you FEEL something. And I’m not even a car fan, let alone an America fan. Remember that the audience for this is as much Wall St as it is car buyers.
I’ve worked with Sam Bayer. He’s mental but he shoots like a bastard. And good work W+K. Much better than your Coke Superbowl ads…. they are rooobish.
damo, um, eh … what? dunno. i guess from the spot, eh!!!
this is detroit techno area and demf city. and this is what they do best. very fucking influential. um, yeah, and 8 mile. and eminem.
i like that they shot the rivera mural, btw. some socialist realism. bail out, ya know. and the louis fist – the hottest fires and hardest steel. thats it. finer nuances? luxury? meh.
this is how the Fast Company saw it: http://www.fastcompany.com/1724789/super-bowl-ad-stories-chrysler-eminem-break-an-awkward-silence-in-detroit
funny how the preachy morality line isn’t trotted out against a massive polluter and a company that has single handidly destroyed a city and it’s people, both in health and society terms.
talk about inconsistency.
still hats off to you denver for putting up with this shit.
So: the word ‘shilling’. You use it in a derogatory way here, I assume, but you are an ad man, right? That’s what you do. Shilling’s good, no? When is someone ‘shilling’, and when are they selling stuff?
‘Shilling’ doesn’t mean ‘selling stuff’; it means being deceitful. In the context of this post: presenting himself as a man of the street who just has to rap to get his demons out (or whatever. I mean he trades on his credibility as a teller of ‘truth’ about his drugs/wife beating/depression), but sells luxury automobiles, parking his credibility to represent a large corporation.
I think that’s a bit of disconnect that could be construed as somewhat deceitful.
well worth a watch to grasp detroit and culture. even if you are not a planner or creative at w+k or dont like techno and root for fucking eminem.
http://www.youtube.com/watch?v=kfeBbRbB-MM
29:28
“… detroit is not glam and glitz, ya know its a very hardcore kinda industrial… down to earth … real rooted people” place.
fuck off eminem. still dont like the spot. because it could have been better! not only because of eminem, even without decent music. sorry guys!