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
Feb 05, 2011
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.