Piotr Jakubowski – Mind over Marketing


Imported from Detroit
February 24, 2011, 12:30 am
Filed under: advertising, marketing | Tags: , , , , , ,

The SuperBowl has come and gone. The celebrations are over (almost), the foam fingers have been put away, and the fans have already started waiting for the start of the next season.

One of the most disappointing things about the Superbowl this year (other than the utterly disgraceful halftime show) was the lineup of commercials. At $3 million for 30 seconds, you’d think that the likes of Budweiser, Pepsi, Kia and the others would put together something truly memorable. The only thing memorable about those commercials, is how uninspiring they were – if that was the goal, mission accomplished.

A spot that really stood out from the others, by far, was the Chrysler commercial. With the issues faced by both the automaker and the city of Detroit, the last few years have been interesting in the Chrysler family. The arrival of the Fiat group and their cronies, namely Sergio Marchionne (CEO of Fiat & Chrysler Group) and Olivier Francois (CEO of Chrysler brand) brought with it immense change, including trimming the lineup of cars down to 3 – the 200, 300 and Town & Country.

The narration, the story, the familiar Eminem tune, all tie emotion into the Chrysler brand. The car is not the hero in the commercial, the brand is. At 120 seconds ($12 million!), talk about an impression.

The gloves are back on, and Chrysler is ready to play.

Imported from Detroit.

Brilliant.

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