Chrysler’s two-minute Super Bowl spot bowled over not only audiences across America, but judges at the Cannes Lions 58th International Festival of Creativity. The commercial earned four Gold Lions for Best Direction, Best Use of Music, Best Script and Best Automotive Commercial, and one Bronze Lion for Best Editing.
“The Chrysler Brand is humbled to be awarded with such a prestigious honor at the Cannes Lions International Festival of Creativity,” said Olivier Francois, President and CEO – Chrysler Brand and Lead Executive for Marketing, Chrysler Group LLC. “The ‘Born of Fire’ commercial and the ‘Imported from Detroit’ campaign describes the comeback of the Chrysler brand and truly defines American luxury.”
Francois went on to thank “the hard-working and determined employees of Chrysler Group and the people of Detroit who served as the inspiration for this campaign and gave us the backdrop to create something truly amazing.”
Chrysler claims the two-minute Super Bowl spot, which was created in partnership with Portland, Oregon-based advertising agency Wieden+Kennedy, “ignited a spark throughout the United States, as many felt a connection to the attitude and work ethic portrayed in the scenes and narration. The spot reflects where the brand is headed and pays tribute to its industrial roots. While the commercial focused on Detroit, in many ways, it encapsulated the spirit of the country and the comeback of the Chrysler brand and Chrysler Group.”
Detroit-native Eminem and his song “Lose Yourself” were chosen for the commercial because of their international recognition and for the attitudes expressed in the song. The song’s theme portrays the attitude of accomplishing “anything we set our mind to and that failure is not an option.”
Impressive, but we can't wait to see what's next from Chrysler -- both in terms of marketing, and, of course, new product.