Chrysler’s highly phenomenal 2011 Super Bowl commercial has gained accolades in today’s Cannes Lions 58th International Festival of Creativity. The “Born of Fire” commercial has garnered a total of 5 awards from Cannes, France. Chrysler won the “Bronze Lion” for Best Editing but the highlight of the event was for the brand’s (4) “Gold Lion” awards. The award-giving body gave the following recognitions to Chrysler: Best Automotive Commercial, Best Script, Best Use of Music and Best Direction.
The said contest is said to have gathered over 24,000 participants (both companies and advertisers) from around the world. Cannes Lions is one of the most prominent events that recognise commercials for its powerful message and excellent creativity. Several companies are vying for the Lion trophy, which honours the following; most Creative Effectiveness Ideas, best Titanium, PR, Direct Marketing and Best Media. It also received the awards for best in Integrated Advertising, Sales Promotion & Activation, best in Design, Film Craft, Radio, Interactive, Outdoor, Print and the most Creative Film.
Chrysler’s award-winning commercial was fulfilled with the help of Wieden+Kennedy, their national advertising partner from Portland, Oregon.
Olivier Francois, Chrysler Brand and Lead Executive for Marketing, remarked that he feels honoured to receive the award. Their campaign commercial (with “Imported from Detroit” as the main tagline) exemplify the return of the Chrysler brand. Born of Fire also speaks about American luxury that is deeply rooted to Chrysler cars. The team also expressed gratefulness to their partners but most especially to the people of Detroit and Chrysler Group personnel who made all these things possible.
“Born of Fire” was first aired at the 2011 Super Bowl and since then, has helped in the launch of its new Chrysler 200 sedan of the same year model. In a span of 2 minutes, the campaign team has expressed the entire message they wanted to convey to their audience. Basically, the commercial paid tribute to the workers in Detroit, which is depicted in the scenes that tells the rest of the story. It also talks about the significance of work ethic and attitude towards Chrysler’s bright new journey.
Also from Detroit, Eminem was chosen for the soundtrack song “Lose Yourself” which gave way for the Best Use in Music award. The words from the track best describe the company principle ----where “failure is not an option”.
Meanwhile, the tagline is meant to tell the audience how one doesn’t have to search far and wide for a luxury car. The American brand has in fact, lined up several models and variants for everyone. Just this year, Chrysler also came up with special merchandise bearing the “Imported from Detroit” slogan in their logo. Portion of the sales (for the merchandise) will be donated to 4 reputable charities in Detroit.
More than eight thousand representatives attended Cannes Lions International Festival of Creativity from ninety-five countries. This event also serves as a networking opportunity for individuals and professionals working in the area of mass communication and advertisement. The 7-day screening and exhibit offered master classes, 30 workshops and 50 seminars led by high profile delegates in the advertising industry.