Sergio Marchionne intimately involved in Chrysler’s Super Bowl ad

Article by Christian Andrei, on February 9, 2011

Chrysler’s “Born of Fire” ad that ran in the third quarter of the Super Bowl was conceived by Chrysler CEO Sergio Marchionne and Saad Chehab, its head of group advertising.

Chebab said that Marchionne helped conceive the idea for the 2-minute commercial “from the inception of it to the making of it, to how to make the story, to the words, and the imagery.” But the ad isn’t just about the company, it is the story of the rebirth of Detroit, which was also given up for dead.

Chebab said that the ad matches the story of both Chrysler and Detroit. In July 2009, Chebab had a five-hour chat with Marchionne and had an exchange of ideas. This was only a month after Chrysler emerged from bankruptcy. The ad, which was shot in Detroit, used local actors, including a church choir and a young ice skater.

As the ad shows Detroit's industrial landscape, a slow pulsing rhythm is heard and a narrator says: “What does a city that's been to hell and back know about luxury.

More than most.” The ad then shows scenes from around the city, like the Spirit of Detroit statue at Detroit's city hall and the Diego Rivera auto industry murals at the Detroit Institute of Arts. [via autonews - sub. required]

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