Despite the fact that the Lions kept their membership in the Never Make a Super Bowl Club current, the Motor City made an appearance in Super Bowl 45 with a pretty impressive commercial for Michigan-based Chrysler.
USA Today’s cool Super Bowl Ad Meter has the ad in the middle of the pack in terms of response from their panel (the panel seemed to like dogs a whole lot). It did a lot better in terms of being shared on Facebook, clocking in at #3. See all the 2011 Super Bowl ads on YouTube. Detroit-born Eminem will perform at the Grammys on Sunday and is up for 10 awards, and his appearance as a champion of the city was praised by everyone from fellow rappers to Slate Magazine, who write in the best roundup I found:
An ugly missed field goal set up the night’s best ad, one so strong I don’t even mind that it was paid for with my taxpayer dollars. In a mesmerizing 120-second spot, Chrysler, which still owes the U.S. government $5.8 billion, sets out to introduce its new 200 model and to rehabilitate Detroit’s tarnished image while they’re at it. The ad’s co-stars are the city itself, shot in blue-gray hues, and one of its proudest sons, Eminem, who drives a 200 around town wearing a look of defiance familiar from his turn in 8 Mile.
The rapper’s impact is diminished slightly by the weak, stop-motion spot for Lipton Brisk iced tea he was featured in earlier in the evening, but the opening strains of his anthem “Lose Yourself” are the perfect accompaniment to this audacious ad. “I got a question for you,” the ad’s salt-of-the-earth narrator says in a voice-over. “What does this city know about luxury? What does a city that’s been to hell and back know about luxury?” He goes on to offer a compelling answer, arguing that Detroit is a city whose residents have auto-making in their bones. Anyone who has driven a Sebring, the unloved model the 200 is replacing in the Chrysler fleet, might uncharitably note that Detroit’s years of experience haven’t always served it well. But the spell the ad casts doesn’t admit such thoughts. It left me pumping my fist and pledging to buy American everything.