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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.


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