Best of the Decade: Chrysler's gritty Super Bowl tale helped revive the flagging brand

'Imported from Detroit' campaign from Wieden & Kennedy Portland went on to win the Grand Effie

Published On
Feb 05, 2011

Editor's Pick

Creativity looks back on the brand ideas and campaigns that made the last decade. See the full lineup here

Best of the Decade

Chrysler’s 2011 Super Bowl spot starring Eminem demonstrated how a fresh, storytelling approach can move business for a flagging brand. The two-minute spot from the automaker’s “Imported from Detroit” campaign depicted the rapper traveling the streets of his hometown in a Chrysler 200. Created out of Wieden & Kennedy Portland and directed by Samuel Bayer, the ad positioned the 200 as a luxury vehicle “Born of Fire” in the gritty environs of a city that had been to hell and back—diverging from the sterile and slick sheet metal ads that have long dominated the category. It’s credited for turning the brand around after it filed for bankruptcy in 2009—increased sales meant Chrysler could pay off its government bailout six years early. It went on to win the Grand Effie in 2012.

 

Credits

Date
Feb 06, 2011
Brand:
Chrysler
Client:
Chrysler
Agency:
Wieden & Kennedy-Portland
Creative Director:
Aaron Allen
Copywriter:
Joe Staples
Sound Designer:
Luis Resto
Agency:
Wieden & Kennedy-Portland
Creative Director:
Joe Staples
Copywriter:
Mark Fitzloff
Copywriter:
Kevin Jones
Copywriter:
Greg Rutter
Copywriter:
Dan Kroeger
Art Director:
Jimm Lasser
Producer:
Bob Wendt
Executive Creative Director:
Mark Fitzloff
Executive Creative Director:
Susan Hoffman
Executive Agency Producer:
Ben Grylewicz
Production Company:
Serial Pictures
Director:
Samuel Bayer
Executive Producer:
Violaine Etienne
Line Producer:
Martha English
Director, Photography:
Samuel Bayer
Editorial Company:
Joint
Editor:
Tommy Harden
Post Producer:
Jennifer Patterson
Post Executive Producer:
Patty Brebner
Visual Effects Company:
Method
Visual Effects Executive Producer:
Robert Owens
Flame Artist:
Claus Hansen
Visual Effects Producer:
Ashley Zastrow
Titles/Graphics:
A52
Music and Sound Company:
Que Chevere Music
Music and Sound Company:
Sync2Picture
Music and Sound Company:
Shady Records
Composer:
Marshall Mathers
Composer:
Jeff Bass
Composer:
Luis Resto
Composer:
Rhys Chatham
Mix Company:
Eleven Sound
Mixer:
Jeff Payne
Producer:
DJ Fox-Engstrom

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Project Type