Full disclosure: I’m an ad-rat and therefore not your average Super Bowl commercial watcher. Also a liberal, I’m a fan of lifting up the bottom and tamping down the top.
Watching the ads during the game the NY Jets did not play on Sunday, I was taken aback by the black and white Chrysler ad. Though the sound wasn’t great because of all the chatter in the room, I immediately knew it was part two of Chrysler’s “Imported from Detroit” campaign by Wieden +Kennedy. Not sure if the music bed was similar to last year’s brilliant Eminem spot or what it was but I could tell it was a Chrysler spot way before the logo cameup.
I was ready to enjoy it, but sadly, didn’t. It felt derivative.
Perhaps not the uber target for the ad, though certainly closer in age to Clint than Marshall, I felt the crusty, just-under-the-skin angry tone (a Clint specialty) lacked the energy and visceral side of last year’s heroic spot. I’m sure the script was good, the film and editing certainly were, but it didn’t make me want to jump up and buy a Chrysler. Or move to Detroit. Or buy American everything the way the original ad did.
Karl Rove over the weekend said the ad was a big pay-back to president Obama for the government bail-out of Chrysler. I doubt there was any agenda, yet if there was (even a hint) the best payback would have been to move some cars. And though this year’s spot was probably better than 90% of the other pap, I’m not sure as many cars will be driving off the lots this month as were last February. Peace!