The Super Bowl is in the history books, and by now reporters at ESPN and NFL Network have discussed every minute detail of the game. For those who spend money-and I mean a LOT of money to advertise during the Super Bowl, the stakes are enormous. Expectations are sky high, the challenge is great. You need to grab the viewer, hold his attention, and, most important-make him remember what the product is, while competing for this urge to a) Go to the bathroom, b) Grab a drink, c) Grab some food, or d) All of the above.
Come Monday morning, a clear victor emerged (to me at least). Chrysler ran a full two-minute commercial titled “Born of Fire” featuring movie-quality scenes of Detroit, and a narrator telling the viewer, essentially, what hasn’t killed Detroit, or Chrysler, only makes them stronger. Night falls, cue Eminem’s “Lose Yourself”, with said Eminem driving the streets of Detroit in the new Chrysler 200. “That’s nice” you might think, but how does that make Chrysler the victor, when Audi and VW ran interesting ads as well? Simple. According to CNN, ‘Chrysler 200 ‘was the top search on Google Monday morning.
The Power of Advertising indeed. But that isn’t half the story. You see, the Chrysler 200 is a revised Sebring, which many agree was a dog of Ã‚Â a car, and a rolling symbol of everything that was wrong with Chrysler. So, renaming the car was practically mandatory. Even here at The Garage, we weren’t feeling the love, as the Sebring’s close sibling, the Dodge Avenger, was named Worst Car of the Year in 2009. Yet in a two minute commercial in front of what was to be the most watched TV program in the history of US television, the Chrysler 200 was the top search on Google the next morning.
So, Chrysler got the response it wanted-buzz. Can the revised car live up the the hype? Here at The Garage, we will soon see, as the new Dodge Avenger is due to arrive in my driveway in a couple weeks. Oh, the the commercial, in case you hadn’t seen it!