Chrysler’s 2-minute Super Bowl spot marks its resurrection campaign

Article by Christian A., on February 8, 2011

To jumpstart its advertising campaign, Chrysler Group LLC bought two minutes of commercial time during the Super Bowl – a sign that the automaker is getting more aggressive with its marketing spending in 2011. The commercial, with Detroit native Eminem driving a black Chrysler 200, was shot using the city of Detroit in the background as a symbol of the brand's resurrection.

A Chrysler team spent six months working on the commercial, and Chrysler used citizens of Detroit to tell the story.

Using the new advertising tagline “Imported from Detroit,” Chrysler relates the recovery of Detroit with that of the brand. Saad Chehab, Chrysler’s head of brand communications, said the Super Bowl was the natural place to launch Chrysler's product campaign.

Set to air during the third quarter, the commercial is the first time an advertiser has purchased two minutes of time during the game. The thirty-second Super Bowl spots are selling for $3 million each.

Chrysler CEO Sergio Marchionne would not say how much Chrysler is spending. Chrysler had to get approval from the National Football League for its commercial because most commercial intervals are about 90-seconds long. [via autonews - sub. required]

If you liked the article, share on:

Comments

Recommended

It has been nearly eight years since Toyota entered a new era of sports cars when it officially unveiled the production version of the Toyota 86 – also known as...
by - February 27, 2019
The new Audi TT RS – yes, the top version of the German carmaker’s facelifted TT model series – is now officially here. If you could remember, the range-topping TT...
by - February 18, 2019
Nearly half a year ago when McLaren Automotive unveiled the McLaren 600LT Coupe, the British carmaker is now introducing a version that lets its passengers enjoy the thrill of an...
by - January 25, 2019
German carmaker Volkswagen is now making the latest evolution of the new Volkswagen Golf GTI -- the new Golf GTI TCR. First unveiled as a concept at the annual GTI...
by - January 24, 2019
It has been three and a half years since BMW unveiled the sixth generation of the BMW 7 Series. Thus, it is really about to give the 7 Series a...
by - January 17, 2019