The new Chrysler ‘Imported From Detroit’ commercial features a performer not unfamiliar with overcoming difficulties – one of Detroit’s most recognizable exports… Eminem.
The opening chords of his song ‘Lose Yourself’ provide the audio backdrop for the commercial which premiered during the 2011 Super Bowl.
“It’s the hardest fires that make the hardest steel,” Eminem declares in the voice-over clearly designed to tug at America’s bootstraps.
As he delivers his hardened voice-over, Eminem drives the new Chrystler 200 through Detroit’s most visually stunning landmarks, including the Joe Louis fist sculpture near Cobo Arena, massive industrial complexes, a glittering downtown and even boarded up buildings.
Stopping at the historical Fox Theatre on Woodward Avenue, Eminem talks to the camera as a gospel choir harmonizes to the accompanying track of ‘Lose Yourself.’
“This is the Motor City and this is what we do,” he says in a matter-of-fact tone of voice.
Winning the Detroit artist both a Grammy and an Academy Award, ‘Lose Yourself’ is Eminem’s biggest hit. Originally scored for his 2002 film ‘8 Mile,’ the single has sold over 2 million digital downloads.
The commercial was a big hit, but will it sell cars? Check out the video below and let us know what you think.
