Chrysler said that Clint Eastwood helped in shaping ad message for Super Bowl

Article by Christian Andrei, on February 10, 2012

Chrysler Group’s Super Bowl ad that featured Clint Eastwood has sparked a political debate. Chrysler explained that the ad was conceptualized two months ago and that the actor had helped in shaping this image. At the Chicago Auto Show, Olivier Francois, Chrysler's marketing chief, said that Eastwood “felt like endorsing the message because the message is clearly not sales-oriented."

He added, “It is even hardly corporation-oriented. It's about values." He explained that there are twice more viewers on YouTube for this particular ad compared to the views of last year’s Eminem ad for about the same period of time after the game.

The ad has very few Chrysler references, including just a few images of cars and trucks, as well as shots of sport-utility vehicles produced at a Detroit factory. In the closing shot, Chrysler’s brand logos could be seen. Francois said that Chrysler didn’t want to make a sequel to the Eminem ad.

Instead, it wanted to build on the 'Imported from Detroit' platform but hoped that it would be consistent with its “message of resilience, hard work, drive and humility," expanding it from Detroit to America.

Eastwood was chosen for the ad because Chrysler wanted someone who has “the authority, the credibility" to be the voice of this ad. Francois and Saad Chehab, the Chrysler brand’s head, worked on the script proposal together with ad agency Wieden & Kennedy. Meanwhile, CEO Sergio Marchionne provided his input.

If you liked the article, share on:


Login or Create new account to add a comment!


Mitsubishi is now officially part of the Renault-Nissan alliance after Nissan took over the Japanese car company recently. We know a lot has been happening in the car industry, but...
by - October 24, 2016
Driving the newest 2017 BMW 5-Series (G30), Clive Owen (Closer, Children of Men) returns to his role as “The Driver”. In this latest installment, what initially starts as a simple...
by - October 24, 2016
Many had wished that a Lamborghini Huracán Superleggera would somehow make a surprise debut at the recently held Paris Motor Show. Sadly, not a single Lamborghini appeared anywhere in sight....
by - October 24, 2016
Aston Martin and Red Bull Racing teamed up for the first time in creating what looks like one of the most ferocious beasts in history. The British car manufacturer has...
by - October 24, 2016
German premium carmaker Audi is reportedly planning to buy back around 25,000 Audi Q7 SUVs powered by its 3.0-liter V6 TDI engine in the United States. The buyback should compensate...
by - October 24, 2016