“Imported from Detroit” advertising campaign helped Chrysler sell cars again

Article by Christian A., on January 18, 2012

We all know how successful Chrysler’s "Imported from Detroit" advertising campaign has been but it’s likely that you don’t realize that it all started with CEO Sergio Marchionne seeing on TV just how the audience reacted to Detroit's Kid Rock perform his hit "Born Free" live during the American Music Awards in November 2010. The campaign for this struggling automaker was the brainchild of three car guys from Lebanon, France and Italy to use an Oregon advertising agency.

They got a couple of white rappers as part of hopes to reinvent its image. Marchionne talked with Chrysler brand CEO Saad Chehab to see for themselves just how the audience responds to it.

He said that they came up with the “Imported from Detroit" advertising campaign that was launched with a two-minute commercial called "Born of Fire," which is presented by Eminem during Super Bowl XLV in February. 

This spot, the longest ad to air during any Super Bowl, draws in t he largest TV audience in U.S. history. The house has to see the edgy attitude of post-industrial Detroit as a point of pride for their viewers to consider the automaker's cars again.

If you liked the article, share on:

Comments

Recommended

As seasons change, temperatures rise and fall. The changes affect our preferences when it comes to driving cars. Therefore, Aston Martin introduces the new DB11 Volante or convertible, and it...
by - October 16, 2017
Aston Martin may be known for building many of the stylish Bond cars we see on the big screen but nobody really knew how it can get super aggressive when...
by - October 16, 2017
Today, manual transmissions have become rare in mainstream cars and are more commonly found in performance cars within the $20,000 to $40,000 range. However, the selection of affordable, three-pedal performance...
by - October 16, 2017
We expected to see the BMW i8 Roadster at last month’s 2017 Frankfurt Motor Show, but it never made an appearance. So the question on fans’ lips now is when...
by - October 16, 2017
Jaguar has just released the first official image of its newest offering, the new Jaguar XEL. Essentially the long-wheelbase version of the Jaguar XE compact sedan, the new Jaguar XEL...
by - October 14, 2017
Facebook

Youtube Channel

Tip Us
Do you have a tip for us?
Did you film an important event?
Contact us
Newsletter
Subscribe to our newsletter!
Subscribe
Galleries