Chrysler got Clint Eastwood on the company’s 2-minute Super Bowl commercial “Halftime in America” today, delivering a hopeful message in a pep-talk style and creating buzz in the online community.
“It’s halftime in America,” says Eastwood in the commercial, in his familiar voice from “Dirty Harry”, “Million Dollar Baby”, and “Gran Torino.”
“I’ve seen a lot of tough eras, a lot of downturns in my life... But after those trials, we all rallied around what was right, and acted as one. Because that’s what we do. We find a way through tough times, and if we can’t find a way, then we’ll make one.”
During the period of America’s economic hardship in 2008, Chrysler was bailed out from the U.S. government with $12.5 billion. In 2011, the company rose from its ground and earned $183 million. The sales Chrysler cars in January of 2012 increased 44 percent compared to the same month in 2011.
“The people of Detroit know a little something about this. They almost lost everything. But we all pulled together, now Motor City is fighting again,” Eastwood said.
Kelly O’Keefe, professor of brand strategy at Virginia Commonwealth University, told CNN that the commercial was “superb” and she had goosebumps while watching.
“They had the courage to take the power of emotions,” said O’Keefe.
Majority of this year’s Super Bowl commercials used comical elements, but Chrysler seems to have top them all with a serious one – and even without mentioning the company’s name in the ad.
"It's tough to do a serious commercial in the Super Bowl," said the CEO for WPP ad agency Berlin Cameron United Ewen Camero, as Reuters reports.
“I think it will last.”
While some suggest the ad looks like an Obama campaign for his re-election, the campaign’s spokesman Ben LaBolt said they had nothing to do with the ad.
Watch the Chrysler “Halftime in America” below:
Chrysler’s “Halftime in America” Script:
It’s halftime. Both teams are in their locker room discussing what they can do to win this game in the second half.
It’s halftime in America, too. People are out of work and they’re hurting. And they’re all wondering what they’re going to do to make a comeback. And we’re all scared, because this isn’t a game.
The people of Detroit know a little something about this. They almost lost everything. But we all pulled together, now Motor City is fighting again.
I’ve seen a lot of tough eras, a lot of downturns in my life. And, times when we didn’t understand each other. It seems like we’ve lost our heart at times. When the fog of division, discord, and blame made it hard to see what lies ahead.
But after those trials, we all rallied around what was right, and acted as one. Because that’s what we do. We find a way through tough times, and if we can’t find a way, then we’ll make one.
All that matters now is what’s ahead. How do we come from behind? How do we come together? And, how do we win?
Detroit’s showing us it can be done. And, what’s true about them is true about all of us.
This country can’t be knocked out with one punch. We get right back up again and when we do the world is going to hear the roar of our engines. Yeah, it’s halftime America. And, our second half is about to begin.
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