Chrysler receives five awards at Cannes Lions for ‘Born Of Fire’ commercial

Article by Christian A., on June 27, 2011

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.

Press Release

Chrysler Brand's 2011 Super Bowl Commercial 'Born of Fire' Takes Home Five Awards at the Cannes Lions 58th International Festival of Creativity

The Chrysler brand's 2011 Super Bowl commercial, 'Born of Fire,' was honored today with five awards at the Cannes Lions 58th International Festival of Creativity held in Cannes, France. Four "Gold Lions" were awarded to the brand for Best Direction, Best Use of Music, Best Script, and Best Automotive Commercial and Best Editing. The brand also took home a "Bronze Lion" for Best Editing. Cannes Lions is the world's leading celebration of creativity in communications where over 24,000 entries from all over the world are showcased and judged. Chrysler brand's national advertising campaign was created in partnership with Wieden+Kennedy of Portland, Ore.

"The Chrysler Brand is humbled to be awarded with such a prestigious honor at the Cannes Lions International Festival of Creativity," said Olivier Francois, President and CEO – Chrysler Brand and Lead Executive for Marketing, Chrysler Group LLC. "The 'Born of Fire' commercial and the 'Imported from Detroit' campaign describes the comeback of the Chrysler brand and truly defines American luxury. The Chrysler brand team would like to thank all of our partners who helped us to create such an impactful campaign. However, the true honor should go to the hard-working and determined employees of Chrysler Group and the people of Detroit who served as the inspiration for this campaign and gave us the backdrop to create something truly amazing."

"Born of Fire" debuted at the 2011 Super Bowl and was designed to generate a conversation about the Chrysler brand and the new 2011 Chrysler 200 sedan. The two-minute commercial, which was also a Super Bowl first, ignited a spark throughout the United States, as many felt a connection to the attitude and work ethic portrayed in the scenes and narration. The spot reflects where the brand is headed and pays tribute to its industrial roots. While the commercial focused on Detroit, in many ways, it encapsulated the spirit of the country and the comeback of the Chrysler brand and Chrysler Group.

The Chrysler brand chose internationally known Detroiter, Eminem and his song "Lose Yourself" because the lyrics speak to the ability to do anything we set our mind to and that failure is not an option. The Chrysler brand, the company and its employees have adopted the principle that failure is not an option.

Born of Fire also revealed the tagline for the brand, "Imported from Detroit," created to convey the message that one does not have to cross an ocean to obtain luxury – it's available right here and evident in the Chrysler brand product lineup.

Earlier this year, the Chrysler brand introduced "Imported from Detroit" merchandise on the brand's website ( The collection features an array of products with the "Imported from Detroit" logo which represents the hardworking spirit captured and celebrated in the Chrysler brand's Super Bowl commercial. In keeping with the spirit in which the logo was created, a portion of the proceeds from the sale of "Imported from Detroit" merchandise found on will go to four Detroit-area charities.

Charities are as follows:

The Marshall Mathers Foundation
Boys & Girls Clubs of Southeastern Michigan –
Habitat for Humanity Detroit –
Think Detroit PAL –

There is only one true Born of Fire commercial and it was created by the Chrysler brand.

About the 58th Cannes Lions International Festival of Creativity, Cannes, France

The International Festival of Creativity – Cannes Lions – is the world's leading celebration of creativity in communications. As the most prestigious international annual advertising awards, over 24,000 entries from all over the world are showcased and judged at the Festival. Winning companies receive the highly coveted Lion trophy honoring the most creative film, print, outdoor, interactive, radio, film craft, design, sales promotion & activation and integrated advertising, as well as the best media, direct marketing, PR, titanium and creative effectiveness ideas. The Festival is also the only truly global meeting place for advertisers, advertising and communication professionals. Over 8,000 delegates from 95 countries attend seven days of exhibitions, screenings, as well as over 50 high-profile seminars, 30 workshops and master classes presented by renowned worldwide industry leaders. As the networking and learning opportunity of the year, Cannes Lions is the must-attend event for anyone involved in brand communication.

About the Chrysler Brand

The Chrysler brand has delighted customers with distinctive designs, craftsmanship, intuitive innovation and technology – all at an extraordinary value – since the company was founded in 1926.

Whether it is the groundbreaking, bold design of the Chrysler 300, the sleek elegant styling of a Sebring Convertible, or the "family room on wheels" functionality of the Chrysler Town & Country, Chrysler brand vehicles reward the passion, creativity and sense of accomplishment of its owners. Beyond just exceptionally designed vehicles, the Chrysler brand has incorporated thoughtful features into all of its products, such as the Stow 'n Go® seating and storage system on the Chrysler Town & Country, Four-Cylinder Fuel Saver Technology in the Chrysler 300 and Uconnect phone utilizing Bluetooth technology on the Chrysler Sebring and Chrysler Sebring Convertible. Both Sebring models also achieve 30-mpg highway fuel economy.

Chrysler celebrated the 25th anniversary of the minivan during the 2009 model year. With more than 65 segment-firsts introduced since 1983 and more than 12 million Dodge and Chrysler minivans sold, Chrysler Group LLC has solidified its leadership in the segment. The 2010 Chrysler Town & Country continues to set the mark in minivan value with more than 40 new or improved features from the previous generation, including unsurpassed 17 city / 25 highway mpg fuel economy. The 2010 Chrysler Town & Country is also the first minivan in the segment to feature the all-new Blind Spot Monitoring and Rear Cross Path advance safety systems.

The Chrysler brand's succession of innovative product introductions continues to solidify the brand's standing as the leader in design, engineering and value. The premium for the Chrysler brand is in the product, not the price.


Topics: chrysler, award

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