Imported from Detroit — Chrysler
Many American cities can use a little civic cheerleading these days. And Detroit needs it more than most. Chrysler's "Imported from Detroit" spot, which pumps up the city as a time-tested manufacturer of even luxury cars, isn't completely rah-rah. It's honest and compelling. "We're no one's Emerald City," admits the brawny-sounding narrator. Eminem lifts the ad: snapshots of the city unfold over the beats of his classic hit "Lose Yourself." We see him driving his Chrysler, face scowling — does it do anything else? — a representative of a tough town. Eminem walks into a theater, where a choir is hitting the high notes, going for the goose bumps. "This is Detroit," Eminem says on the stage, pointing at the camera. "This is what we do." Overdone? Maybe. But the sleek production carries it, and like any good ad, it sticks with you.