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got2luvmindy 02-07-2011 10:57 PM

Quote:

Originally Posted by 19wingz (Post 231376)
Christina definitely messed up the lyrics. That's gotta suck when that's gonna be how her performance will be remembered. Also, the arrangement for America The Beautiful blew.

yay this confirmed my belief. I thought she messed them up but I did not want to shout it out and sound stupid later if I was incorrect, so thank you!

19wingz 02-08-2011 07:17 AM

Here's a cool little article about the Chrysler commercial:

Quote:

Chrysler’s “Imported From Detroit” ad has been called one of the best commercials of Super Bowl XLV. “It’s not like we set out to do a two-minute commercial with Eminem,” Melissa Garlick, head of Chrysler advertising, tells EW. He was originally approached just about using “Lose Yourself” in the ad because it’s a great comeback anthem. The more Chrysler management, including CEO Sergio Marchionne, spoke with him, the more they realized they shared the same passion for the city, and he agreed to be in the commercial. “We weren’t looking to make him a spokesperson or a sales pitch guy. We wanted him to talk from the heart,” Garlick says. It just felt natural for him to deliver the final line in the script: “This is the Motor City, and this is what we do.”

The spot was directed and shot by Samuel Bayer — the commercial, music video and feature director who helmed “Smells Like Teen Spirit” for Nirvana and multiple American Idiot videos for Green Day — who impressed Chrysler and Portland-based ad agency Wieden + Kennedy with his treatment. “From a cinematic quality, we wanted this to be a very organic execution. We didn’t want it to be over-produced. He picked up on that,” Garlick says, adding that Bayer spent a few weeks in Detroit getting to know the city before the official five-day shoot in mid-January. (He had a handful of hours with Eminem on one of those days. This is the only Chrysler commercial Eminem’s set to appear in, but his music will be used in other Chrysler 200 spots over the coming months.)

Chrysler originally bought two 60-second spots with the plan for one of them to be a Chrysler 200 ad, Garlick says. The company had to request special permission from the NFL to extend the standard 90-second break to two minutes — and get other advertisers to move, because the minutes it originally bought were in two different quarters. “The original intent was to develop a spot for the relaunch of the Chrysler brand, but I think we were pretty realistic about some of the sentiment that existed about Chrysler, about Detroit, about the automotive industry domestically. There’s been a lot of hard work and effort that’s gone on around here over the last year, and we just wanted to tell our story in a very optimistic light, not to be apologetic — we are who we are — and to take credit for the people and the fabric of this town.”

While the vast majority of viewers were moved by the spot, there are some who didn’t buy the message. ”We’re not surprised by that,” Garlick says. “What we talk about is really more of an American story. I think it’s the idea that in America, you can do anything that you set your mind to if you have enough conviction and will power. And I think people deserve second chances, and I think everyone loves a comeback. No doubt, we expected some people to be skeptical, but there’s been a lot blood, sweat, and tears put into the products we’re bringing forward, and we’re very proud of them. I don’t think people will be disappointed.”
SOURCE

Mystycl 02-08-2011 07:24 AM

loved it!!

KaysarRocks 02-08-2011 07:37 AM

Quote:

While the vast majority of viewers were moved by the spot, there are some who didn’t buy the message. ”We’re not surprised by that,” Garlick says. “What we talk about is really more of an American story. I think it’s the idea that in America, you can do anything that you set your mind to if you have enough conviction and will power. And I think people deserve second chances, and I think everyone loves a comeback. No doubt, we expected some people to be skeptical, but there’s been a lot blood, sweat, and tears put into the products we’re bringing forward, and we’re very proud of them. I don’t think people will be disappointed.
Great article Wingz and no shocker up above, there's always some cynic that's gotta try and take a dump on something. Of course people aren't going to agree on things, but still........

19wingz 02-08-2011 07:54 AM

Ok, I promise last article I'll post. Also, the narrator, Kevin Yon, is from the State (as was everyone else used in the commercial), but he had no idea that he was narrating this for the Super Bowl. He thought it was going to be something Chrysler would use at the North American International Auto Show that was here a few weeks ago. He only found out a few days before the game that he would then be featured on this commercial. Imagine sitting there with family and friends when it aired...

Quote:

In just 2 minutes, Chrysler lit a fire under its reputation, made hardworking Detroit feel cool again -- Yes, Eminem is ours! -- and turned a handful of locals into overnight celebrities.

Kevin Yon, 59, of Rockford narrated the inaugural "Imported from Detroit" commercial during the Super Bowl on Sunday.

Christopher Roddy, 53, the greeter outside the Guardian Building in Detroit, gave that serious nod during filming that took four days in early January. Alissa Czisny -- the 23-year-old 2009 and 2011 U.S. ladies champion from the Detroit Skating Club -- twirled on the ice at Campus Martius.

The finale went to Eminem, with backup from the Selected of God Choir from Praise Tabernacle of Grosse Pointe.

By all accounts, the commercial was a sensation and a success.

It was featured in national news. NBC, for example, ran a segment on it's Nightly News.

"Chrysler 200" was the No. 2 search term Sunday on Google, beating out the Black Eyed Peas, the band that performed during halftime. Traffic at the online car research site Edmunds.com shot up 267% for the Chrysler brand in the hours after the commercial aired -- and 1619% for the Chrysler 200.

That's quite a comeback in interest for the updated replacement for the Chrysler Sebring midsized car, which was one of Chrysler's worst performing and highly criticized cars ever.

Chrysler CEO Sergio Marchionne told Forbes magazine that Eminem "was not an easy choice," acknowledging that the rapper posed some risks. But in the end, Eminem turned out to be the perfect spokesman for Detroit, for Chrysler and its hell-and-back journey.

"He is really very symbolic of this town and the idea of what a comeback can bring," said Melissa Garlick, head of Chrysler's advertising.

City's grit, guts, glory inspire ad

There's a big story behind the two-minute commercial that introduced Chrysler's new tagline, "Imported from Detroit," and featured rap star Eminem.

It started with an idea from Chrysler's ad agency, Wieden+Kennedy of Portland, Ore., and involved some risk-taking from Chrysler CEO Sergio Marchionne and about three dozen metro Detroit actors, athletes, choir members and regular people.

Filming began Jan. 4 and continued over four days as Chrysler and its advertising agency sought to capture the comeback of Chrysler and its hometown of Detroit.

By all accounts, Chrysler would have collapsed in 2009 without the help of the federal government and Turin, Italy-based Fiat.

Among the locals recruited for the piece:

• Kevin Yon, 59, of Rockford, who provided the voice for the commercial. He recorded the commercial in January at Sound Post studios in Grand Rapids.

"My vision of Detroit is it's tough, and it's grizzly, and it's hard and it's real," he said. "I tried to portray that in the voice."

• Christopher Roddy, 53, of Detroit, who is known to many as the greeter outside the Guardian Building in Detroit. Roddy said he became involved after going on a casting interview.

"I told them that Detroit is like magic," he said. "Everyone here in the city of Detroit is not what you think they are. They're magic."

Roddy's portion was filmed outside the Penobscot Building in Detroit. He said it took several tries to perfect his tough-guy nod. "I'm mostly a smiler," Roddy said. "It wasn't easy at first."

• Alissa Czisny, the 23-year-old 2009 and 2011 U.S. ladies champion from the Detroit Skating Club.

"The whole time out there I was spinning," said Czisny, who appears in the ad whirling in circles at Campus Martius Park in downtown Detroit. "I was a little dizzy at the end."

Nights of secrecy

Eminem's portion of the ad was filmed on a separate day several weeks ago.

The Grammy-winning rapper was featured driving a Chrysler 200 up and down Woodward, parking outside the Fox Theatre and walking inside while Selected of God, a choir affiliated with Praise Tabernacle in Grosse Pointe, performs.

Tom Moisides, 39, of Michigan-based Colony Films, said crews shot the superstar later in the evening to avoid crowds.

Tom Wilson, Olympia Entertainment CEO, said he was honored to have the Fox Theatre used in such a dramatic way -- even if producers insisted on secrecy.

"Now everyone can see why," he said.

Ad agency: It's like 'Rocky'

Joe Staples, creative director of Wieden+Kennedy, said the agency began pitching the commercial about three months ago to Chrysler.

Members of the ad agency came up with the idea while traveling back and forth to Detroit to craft commercials for Dodge during the last year.

"We've had our perception of what Detroit is completely reframed," said Staples, who works out of Portland. "This was for us an incredibly powerful story that we thought resonates not only with people from Michigan but the country."

Unlike the many Super Bowl commercials that used slapstick humor or fancy animation, Chrysler's two-minute ad showed real scenes from the Detroit area, revealing the city as gritty but proud.

And while some may question whether buyers care about where their cars are from, or about the survival of domestic automakers, Aaron Allen, the agency's creative director for the Chrysler Brand, said Chrysler's recovery is an attempt at a comeback that anybody can identify with.

"This is the Rocky story, but it is real," Allen said of Chrysler.

Tough call on Eminem

Allen said Eminem's name was just one on a list of celebrities the agency had in mind to star in the commercial. But it took Chrysler's connections to land the rap star.

Melissa Garlick, head of Chrysler's advertising, said Eminem's involvement grew quickly after the musician was approached for the rights to use music from the song "Lose Yourself."

But using Eminem was a risk, given his history of sexist lyrics, prescription drug abuse and harsh language. Marchionne told Forbes in a report published Monday that casting the controversial star was a tough call.

"You know, I love Eminem but ... I also know that some of the choices of language that he has made are things that are not what I would consider to be commonly shared," Marchionne told Forbes.

On the other hand, Eminem also is one of the most successful rappers of all time. His album "Recovery" has been nominated for 10 Grammy Awards and was the best-selling album of 2010. He also has spoken publicly about overcoming drug addiction.

Taking risks pays off

Chrysler's unconventional approach to a Super Bowl commercial paid off.

The ad, titled "Born of Fire," stood out even during a Super Bowl filled with other auto ads -- because the automaker took risks, said Jeremy Anwyl, CEO of Edmunds.com. "At least in the automotive industry, it's the ad that has generated the most buzz," he said.

NBC Nightly News even did a feature on the commercial Monday night.

Chrysler's ad didn't finish among the 10 most popular on USA Today's respected Super Bowl Ad Meter, but its success shouldn't be measured that way, said Mike Bernacchi, a professor of business and marketing at the University of Detroit Mercy.

"The Ad Meter winners are always humorous," Bernacchi said. "The slogan at the end, 'Imported from Detroit,' said it all."
SOURCE

Kristin 02-08-2011 08:19 AM

I wonder who else they considered besides Eminem. I'm sure Kid Rock's name came up, too.

KaysarRocks 02-08-2011 08:21 AM

Another great article! And that person that said b/c of his lyrics, drug abuse, etc. You'd think you'd want to show people "Look at what this guy's gone through, made it past and lived"......

19wingz 02-08-2011 08:30 AM

Quote:

Originally Posted by Kristin (Post 231695)
I wonder who else they considered besides Eminem. I'm sure Kid Rock's name came up, too.

Oh, I"m sure Kid Rock's name came up. I'm pretty sure they didn't think of Madonna, though. LOL I think Eminem was a perfect fit, definitely more so than his other commercial of the night. The line needed to be delivered the way he did it. I LOVE the choir in the back, by the way. I've heard them once before. Well, maybe not that exact group, but I did have to attend the church in Gross Pointe once with a friend back in the day.

Kristin 02-08-2011 08:36 AM

Yeah, I think that spot was perfect for Eminem. I suppose they probably thought of some sports figures, too, but I think they made the right decision. My sister-in-law lives in Grosse Pointe. I'll have to ask her if she's been to that church.

KaysarRocks 02-08-2011 08:36 AM

Quote:

Originally Posted by 19wingz (Post 231698)
Oh, I"m sure Kid Rock's name came up. I'm pretty sure they didn't think of Madonna, though. LOL I think Eminem was a perfect fit, definitely more so than his other commercial of the night. The line needed to be delivered the way he did it. I LOVE the choir in the back, by the way. I've heard them once before. Well, maybe not that exact group, but I did have to attend the church in Gross Pointe once with a friend back in the day.

Totally agreed, Eminem embodies the entire message this commercial served.


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