Chrysler Eminem Super Bowl Commercial – Imported From Detroit


My favorite ad of the Super Bowl was without a doubt Chrysler’s ad featuring Eminem. The ad gave me the chills as it defined Chrysler in a new light and verified that a city like Detroit could make a luxury car. “It’s the hottest fires that make the hardest steel.” Not only did Chrysler play on the emotions of viewers but it re-branded Chrysler cars as “Imported from Detroit”. Genius.

Read the script below :

Narrator : I got a question for you.

What does this city know about luxury, hm?

What does a town that’s been to hell and back know about the finer things in life?

Well I’ll tell you.

More than most.

You see, it’s the hottest fires that make the hardest steel.

Add hard work and conviction.

And a know how that runs generations deep in every last one of us.

That’s who we are.

That’s our story.

Now it’s probably not the one you’ve been reading in the papers.

The one being written by folks who have never even been here.

Don’t know what we’re capable of.

Because when it comes to luxury, it’s as much about where it’s from as who it’s for.

Now we’re from America – but this isn’t New York City, or the Windy City, or Sin City, and we’re certainly no one’s Emerald City.

Eminem : This is the motor city – and this is what we do.


What are you thoughts?


  1. Well, I think the production of it is very good, and every single detail of the ad has good thinking behind. It appeals to profound values that are in the American culture.

    It is funny to see how because of the crisis, a lot of car brands (not only in the U.S.) have some kind of patriotic message more or less implicid lately (i.e. “imported from Detroit”, “made in Spain”, etc.).

    In a time where car factories are being located abroad, people are getting laid off from the ones in our countries, and specially after the baillouts to car companies… saying “made at home” seems a coherent argument to use in order to advertise cars.

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