Eminem has come full circle with his Recovery success in his Chrysler 200 Superbowl XLV commercial. The two-minute commercial celebrates Detroit- the city Eminem calls home. The ad ends with, “The Chrysler 200 has arrived…imported from Detroit.” It’s a clever slogan, a play on words, that asks American consumers to rethink that cool cars can be built in their domestic United States. It’s like Eminem says, “This is the Motor City and this is what we do.” In other words, buy American.
Eminem’s manager Paul Rosenberg said the ad, “started off as a request to license music but after a few meetings with Olivier Francois and learning more about Sergio Marchionne’s vision, we realized there was a lot in common with Chrysler’s story as it relates to Detroit and Eminem and his ability to overcome. We think the video we made with Chrysler is a statement about the passion of the company and the City of Detroit and we are proud to be a part of it.”
How much did Chrysler spend? They won’t say but Chrysler CEO Marchionne said he won’t say but it was less than $9M. Wowzers! A major power move on Chrysler’s move since last year the only American car ad on Superbowl was Dodge. It’s a major investment to make sales.
Earlier this week, Chrysler reported a smaller $199-million net loss for the fourth-quarter of 2010, down from the $2.7 billion it lost in the year-earlier period. Marchionne is expecting that Chrysler can report a net income for 2011 to be $200 million-$500 million.
Expensive or not the commercial gave chills to Superbowl XLV viewers and Hip-Hop is happy to see Em doing big positive things. I almost wished his fellow Team Shady rapper Royce da 5’9″ was in it too, to bring that extra oomph to Slaughterhouse’s popularity.
The Source Loves Eminem Chrysler Superbowl Ad
Rob Markman, Deputy Editor, XXL Magazine
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