February 7th, 2011

RJ White

*say nice things about detroit*

Well, the Eminem Detroit/Chrysler ad was certainly something. It was well-produced, as it should have been, considering that Chrysler spent approx. $10 million on it, all told.

$10 million to probably not influence people much in the direction to actually buy a car.

I liked it- but mainly because it did some great branding of Detroit as this aggressive survivor, willing to take anything thrown at it. I liked it because of nostalgia for my home state and for its only large city. The ad resonated with me because of the guilt I feel for leaving the state, for wanting to go back, but not sure I'd be able to find a way to make it work. Sadness for what's happening back there and hope that it can be somehow turned around or transformed into something smaller.

That's a lot of emotions for an ad, but they're all wrapped up in my own experiences and memories and the millions of other people watching those beautiful, tough two minutes of downtown Detroit aren't really going to give a whit. The point of the ad, ostensibly, was to sell cars. That's the point of advertising.

Maybe GM could write off the $10 million as a tax-deductible contribution to the Pure Michigan campaign.

If you saw it, what did you think? Particularly, folks who have no connection to Michigan, whatsoever?