Chrysler is launching a new ad campaign based on the success of its “Imported from Detroit” message and last year’s now-famous Super Bowl spot. The new variation on Chrysler’s hometown theme features music by Muddy Waters instead of Eminem, and a “See it Through” theme inspired by an Edgar A. Guest poem of the same name.
The 60-second spot will be televised for the first time during the Thanksgiving Day Detroit Lions – Green Bay Packers game, and features the Chrysler 300, the automaker’s full-size, upscale sedan.
The commercial is narrated by the poem Guest, a Detroit immigrant-turned-Michigan poet laureate, wrote about enduring the hardships of World War I. Waters’ “Mannish Boy” provides a backdrop to images of diverse citizens of Detroit and its suburbs, including one shot of Lions defensive back Ndamukong Suh standing in front of his Chrysler 300. The new spot carries on the now yearlong set of ads celebrating the comeback of Detroit and the American auto industry.
Chrysler has reason to celebrate the good outcomes of hard work and hometown pride: Chrysler brand sales went up 28 percent last month, and new Jeep and Dodge models have sold impressively. Sales in Chrysler 200s and 300s have more than doubled over the past year.
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