Automobile makers dominated commercial time on the 2011 Super Bowl. Their commercials were all over the lot. As the dust settles, one image remains. Chrysler's "Imported From Detroit."
In two sweeps of the second hand Chrysler moved to seize the high ground in automotive imagery. The ground was there for the taking. The new GM could have seized it, and Ford certainly has a claim to it with it's well positioned products.
Nielsen audience research reported the Chevy Camaro commercial set a television audience record with 119,628,000 viewers, but it was a typical car spot - attractive woman with attractive car - and Chrysler's story will outlast it.
The signal on Sunday was that it is the new owners of Chrysler who really know the value of brands and how to communicate them. And it didn't hurt that the advertising agency and commercial director took a page from the playbook for the opening credits of the Sopranos.
A commercial like this is no accident. It will be interesting to see what the future holds for Chrysler.
Copyright © 2011 by John Eighmey. All Rights Reserved.
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