Chrysler 200 gets Detroit, Eminem props in Super Bowl ad

James Raia

Eminem isn’t prone to pitching products, but beyond the football players and the Black Eyed Peas, the rapper arguably got the most exposure Sunday in his duties in a mini-movie for Chrysler as well as lending his name and Claymation image to Brisk ice tea.

In the second of his two commercials, Eminem promotes the new Chrysler 200 during an homage of Detroit images and testimonials to those who live and work in the beleaguered city.

The two-minute ad, reported the most expensive Super Bowl spot in history (an estimated $9 million), begins with images of the city appear. The grisly voice over (Kevin Yon) starts with:

“I gotta question for ya. What does a town that’s been to hell and back know about the finer things in life? What does this city know about luxury? More than most. The hottest fires make the hardest steel.”

And then there are the words:

“It’s not the story you’re reading in the papers. It’s about luxury. We’re from America. This is what we do. The Chrysler 200 has arrived. Imported from Detroit.”

The commercial continues with footage of various manufacturing, historic building and snow depicting a hard, cold look at the city.

Eninem’s song “Lose Yourself” then begins and the Chrysler appears about 40 seconds in the ad with the rapper driving it through the city.

Eminem’s words in the video:

“This is the Motor City, and this is what we do.”

The 2011 Chrysler 200 is the carmaker’s revamped (interior and exterior) four-door, five-passenger, mid-size sedan formerly known as the Sebring.


Article Last Updated: February 6, 2011.

1 thought on “Chrysler 200 gets Detroit, Eminem props in Super Bowl ad”

  1. Loved it!! It was well worth every penny. I always hear about the social media projects by Ford and GM. I hardly ever hear anything about Chrysler but they instantly made themselves relevant with the ad. They brought together the passion the folks of Detroit have, they introduced it to people who didn't think of it that way, and they left you feeling and knowing the car!!!

    This ad did all it was set out to do and got people talking about them finally. Will I buy a Chrysler 200 probably not because I can't afford a car now. Will I talk about them more? Yes, they did an excellent job and it was well worth the money. I loved it.


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