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Super Bowl ad sends shivers through Motor City

Published: Mon, February 7, 2011 @ 5:30 p.m.

DETROIT (AP) — One of the most talked-about Super Bowl ads showed hip-hop star Eminem driving a sleek Chrysler through the streets of Detroit, proudly cruising by the city’s landmarks and the hopeful faces of its people.

His journey ends with an unapologetic message: “This is the Motor City, and this is what we do.”

A day after it aired, the ad sent shivers of pride through the battered city, which hopes car buyers are willing to look past Chrysler’s billion-dollar bailout and embrace the idea that if a vehicle is “Imported from Detroit,” that’s reason enough to buy it.

The two-minute ad was unusual for its length, airing during a broadcast in which a 30-second spot costs $3 million. And it framed the gritty urban images with an attitude that embraced the city’s past and its survival instinct.


1Stan(9923 comments)posted 4 years, 12 months ago

“This is the Motor City, and this is what we do.”

The last time I was up there the city looked devastated .

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2Ytownnative(1121 comments)posted 4 years, 12 months ago

I didnt think it was that good of an ad

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3bkvent(9 comments)posted 4 years, 12 months ago

hope they kept the receipt to get their money back

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4YSUGRAD(134 comments)posted 4 years, 12 months ago

Was a great ad, one of the best I have seen from a US automaker. Not sure if it was the voice, images or music, but it had "it".

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