Latest News: Technology |  Celebrity |  Movies |  Apple |  Cars |  Business |  Sports |  TV Shows |  Geek

Trending

Filed under: News | Super Bowl

 

Chrysler Super Bowl Ad starring Bob Dylan Reviewed

Feb 3 2014, 7:46am CST | by

1 Updates
Chrysler Super Bowl Ad starring Bob Dylan Reviewed
 
 

YouTube Videos Comments

Full Story

Chrysler Super Bowl Ad starring Bob Dylan Reviewed

Detroit” gave way to “America” in Chrysler’s widely awaited Super Bowl commercial this year, as the brand finally pivoted from its “Imported From Detroit” tag line after using it for three years.

“America’s Import” was the new signature line at the end of the Chrysler-brand anthem ad during the game’s third quarter, starring Bob Dylan from start to finish as narrator, protagonist and inspiration in a commercial that at least nominally was about the new 2015 Chrysler 200 sedan.

As predicted here on Friday, Chrysler indeed moved away from the Motown-centric positioning that it introduced with its epochal Super Bowl ad in 2011, the one that starred Eminem and the previous version of the 200. That ad also very much starred Detroit and its gritty comeback attempt.

But in the ad on Sunday — which, again this year, Chrysler did a very good job of not telegraphing ahead of time — the brand clearly tried to establish a broader message than the fact that it is associated with Detroit.

Instead, Chrysler preached a new sermon about cars that are made in America, while mentioning Detroit only tangentially. It was consistent with what Chrysler CMO Olivier Francois told me a while ago about wanting to emphasize the “Imported” aspect of the “Imported From Detroit” slogan, about determining to play up the company’s world-class automotive chops more than its association with its hometown.

Is there anything more American than America? Dylan says in the ad. ‘Cause you can’t import a vision. You can’t fake true cool. You can’t duplicate legacy. Because what Detroit created was a first and became an inspiration to the rest of the world.

Yeah, Detroit  made cars, and cars made America. Making the best, making the finest, takes conviction … And you can’t import the heart and soul of every man and woman working on the line.

You can search the world over for the finer things but you won’t find a match for the American road and the creatures that live on it.

Because we believe in the zoom, and the roar and the thrust. And when it’s made here it’s made with the one thing you can’t import from anywhere else. American pride.

So let Germany brew your beer. Have Switzerland make your watch. Let Asiaa assemble your phone. We will build your car.”

The ad ends with the words, “All-New Chrysler 200,” and then the apparent new tagline, “America’s Import.”

The imagery in the ad also supports the brand’s clear departure from the “Imported From Detroit” motif of the last three years. Interspersed with scenes of Dylan himself — strumming his guitar, playing pool, integrating himself completely with the theme and the action of the ad — are plenty of snapshots of Americana.

There is a diner, a ferris wheel, a baseball pitcher, a sign along Route 66, Julius Erving, Marilyn Monroe, James Dean, a Rosie the Riveter poster. And while there are some glimpses of an automotive assembly line, and Detroit, they’re far from tone-setting — instead, they depict the Motor City only as part of the entire fabric of America, of a nation, not just a city, that is putting out a worthy automobile.

 

You Might Also Like

Updates


Sponsored Update


Advertisement


More From the Web

Shopping Deals

 
 
 

<a href="/latest_stories/all/all/31" rel="author">Forbes</a>
Forbes is among the most trusted resources for the world's business and investment leaders, providing them the uncompromising commentary, concise analysis, relevant tools and real-time reporting they need to succeed at work, profit from investing and have fun with the rewards of winning.

 

 

Comments

blog comments powered by Disqus

Latest stories

Cleveland Browns Choose Brian Hoyer Over Johnny Manziel
Cleveland Browns Choose Brian Hoyer Over Johnny Manziel
The Cleveland Browns named Brian Hoyer their starting quarterback on Aug. 20. Rookie Johnny Manziel will be Hoyer's backup.
 
 
Adrianne Palicki Cast in &quot;Agents of S.H.I.E.L.D.&quot;
Adrianne Palicki Cast in "Agents of S.H.I.E.L.D."
Lucy Lawless also cast in role for the upcoming season.
 
 
Leo’s Fortune Game Review
Leo’s Fortune Game Review
The Leo’s Fortune game app is an exciting adventurous game which has become more famous because of its incredible graphics and story theme of the game. The game was launched earlier this year and several thousand users have already downloaded this game either on their mobile phones or their tablets.
 
 
iLands Game Review
iLands Game Review
The iLands is a creative game app released this year for Android mobile devices and tablets. Thousands of people have already downloaded this game in just a few months. The game is known to get the best of the creative abilities of the player. The game was first released for the Facebook users and later in a few months also got released for the Android devices. Further, the iLands game app is played with great zeal and zest on desktop through Facebook games.
 
 
 

About the Geek Mind

The “geek mind” is concerned with more than just the latest iPhone rumors, or which company will win the gaming console wars. I4U is concerned with more than just the latest photo shoot or other celebrity gossip.

The “geek mind” is concerned with life, in all its different forms and facets. The geek mind wants to know about societal and financial issues, both abroad and at home. If a Fortune 500 decides to raise their minimum wage, or any high priority news, the geek mind wants to know. The geek mind wants to know the top teams in the National Football League, or who’s likely to win the NBA Finals this coming year. The geek mind wants to know who the hottest new models are, or whether the newest blockbuster movie is worth seeing. The geek mind wants to know. The geek mind wants—needs—knowledge.

Read more about The Geek Mind.