Born of Fire: Chrysler 200 Commercial Analysis
The year 2008 represented struggle and despair. The American automobile manufacturing industry especially felt the hit of the economic crisis. The energy crisis spiked fuel prices, discouraging the purchase of pick up trucks and SUVs due to their low fuel economy. Chrysler was a part of the American “Big Three” and their company began to crumble. Unable to withstand the economic downfall, Chrysler was forced into bankruptcy in 2009. This 2011 Super Bowl advertisement makes a phenomenal impact, reviving their broken brand, drawing buyers back, and reminding the nation that hope and resilience can rise from the ashes.
The commercial opens with shots of Detroit seen through a car window as it drives …show more content…
It was aired systematically on the most watched game of the year. They had two minutes to reach millions of viewers and they did just that. Chrysler’s weaknesses helped them appear strong, touching on the city’s despair in effort to prove a comeback. An infamously inspiring song plays subtly in the background as images of a broken city transform into one of prosperity and hope. The calm but prideful tone of the narrator guides you through the history of Detroit. It strikes the hearts of the viewers, drawing on their cultural values of freedom, power, and fortune. It gives them a sense of hope that American can rise again after the fall. While the underlying aim is to sell a new vehicle, the commercial had a much greater impact. People were urged to buy the car because they felt hopeful about the future of America. The advertisement invoked a sense of belonging, allowing Americans to contribute to the rise of Detroit by purchasing the Chrysler. By using feelings of absolute devastation that America felt during the recession, Chrysler promoted working hard through the face of desperation. The luxury vehicle emerged from darkness, reminding America that we alone can dig ourselves out of
The year 2008 represented struggle and despair. The American automobile manufacturing industry especially felt the hit of the economic crisis. The energy crisis spiked fuel prices, discouraging the purchase of pick up trucks and SUVs due to their low fuel economy. Chrysler was a part of the American “Big Three” and their company began to crumble. Unable to withstand the economic downfall, Chrysler was forced into bankruptcy in 2009. This 2011 Super Bowl advertisement makes a phenomenal impact, reviving their broken brand, drawing buyers back, and reminding the nation that hope and resilience can rise from the ashes.
The commercial opens with shots of Detroit seen through a car window as it drives …show more content…
It was aired systematically on the most watched game of the year. They had two minutes to reach millions of viewers and they did just that. Chrysler’s weaknesses helped them appear strong, touching on the city’s despair in effort to prove a comeback. An infamously inspiring song plays subtly in the background as images of a broken city transform into one of prosperity and hope. The calm but prideful tone of the narrator guides you through the history of Detroit. It strikes the hearts of the viewers, drawing on their cultural values of freedom, power, and fortune. It gives them a sense of hope that American can rise again after the fall. While the underlying aim is to sell a new vehicle, the commercial had a much greater impact. People were urged to buy the car because they felt hopeful about the future of America. The advertisement invoked a sense of belonging, allowing Americans to contribute to the rise of Detroit by purchasing the Chrysler. By using feelings of absolute devastation that America felt during the recession, Chrysler promoted working hard through the face of desperation. The luxury vehicle emerged from darkness, reminding America that we alone can dig ourselves out of