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]