My favorite ad for the 2011 Superbowl? Hands down: the Chrysler Eminem ad by Wieden+Kennedy.
For those of us who live in or work in the Detroit area, we can hold our heads high. “This is the Motor City. And this is what we do.”
Transcript from the video:
[View of the city from the expressways]
Narrator: I got a question for you.What does this city know about luxury, hmm?
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.
[View of Monument to Joe Louis on Jefferson Avenue.]
Add hard work and conviction.
[View of Detroit Industry fresco by Diego Rivera at the Detroit Institute of Arts]
And the know how that runs generations deep in every last one of us.
That’s who we are.
[View of The Spirit of Detroit]
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. and don’t know what we’re capable of.
[View of Campus Martius outdoor skating rink.]
Because when it comes to luxury, it’s as much about where it’s from as who it’s for.
[View of Chrysler 200]
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.
[View of Eminem driving a Chrysler 200, steps out of the car, and walks into the Fox Theater.]
Eminem: This is the Motor City.
And this is what we do.
