Chrysler Super Bowl ad ‘unconventional,’ says Marchionne
February 5, 2012
Chrysler Group CEO Sergio Marchionne said the automaker’s Super Bowl ad will be “unconventional.”
“I don’t want to give away too much about the commercial we will air tomorrow, but I will tell you that it will once again be unconventional,” Marchionne said in a speech Saturday at the National Automobile Dealers Association convention in Las Vegas.
“It will reflect the very spirit of what Chrysler is today, how we view our role in society, our passion and our love for this country,” he said. “Chrysler will be back in the game as an advertiser, although I confess it will be improbable if not impossible to replicate the success of the two-minute, “Born of Fire” commercial that we aired last year.”
That commercial, featuring rap star Eminem, “was a calculated, all-or-nothing risk that was enthusiastically received during the game and has surpassed 21 million views on YouTube, as well as being named the best automotive commercial in the world at the Cannes International Advertising Festival in France.”
Marchionne said the growing number of automakers airing Super Bowl ads reflect a healthier auto industry.
“Perhaps our success last year has inspired some others to try their hand at Super Bowl advertising,” he said.
“According to published reports, there will be a large roster of car commercials in the game, which some people also refer to as the ‘Super Bowl of Advertising’ because it provides a huge audience that actually looks forward to seeing the ads.
In fact, MSNBC reported that at least nine other competitors will air advertising, despite the hefty cost of doing so.
With that many automakers willing to pay the hefty cost of Super Bowl commercials, this is clearly an industry feeling positive about 2012.”
Media reports are saying that Clint Eastwood will star in the Chrysler ad.