The company Chrysler is using Eminem and his hometown of Detroit to market their Chrysler 200 "Born of Fire".
I chose this advertisement to blog about because it uses Eminem, a famous singer/songwriter, to promote their product. Chrysler's luxurious, but tough motor vehicle is from one of the toughest cities, with some of the toughest jobs for the hard working American who deserve luxury and superior quality. This ad is just over two minutes long, but puts the emotional aspect to work well. I saw this ad on the internet, there are several ways to view this online. I added the video from YouTube and is from June of 2011.
The ad compares the toughness and quality of their product to to the toughness and quality of the person who grew up in Detroit. They use the combination of the city and of the social icon, Eminem to portray this. It's definitely geared toward the plain folks that work hard for a living, combined with snob-appeal to reflect status. The message is trying to capture the consumer that works for a living. It compares how the "hottest fire, makes the hardest steel", combined with hard work, conviction and the know how we've been exposed to for generations. Associating the ad with the typical hard working, middle class American that deserves only the very best as a reward for all of their hours, days, and years of commitment to their city and their jobs. It uses technology such as, the internet and to promote and spread this companies message to the people. The demographic is a great way to support the meaning of the ad by the way it compares the quality of the car, to the quality of our lives.
The use of Eminem in his native city of Detroit is a strong way to show and empathize with the working class American, who it's geared to target. I definitely think this is one of the ad's strong points. The use of a white rapper may cut out some of the consumer market, but definitely target's the younger generation. This particular ad initially caught my attention by seeing the face of Eminem with combination of his music is a great way to catch the attention of the consumer market they are trying to focus on. The use of the social icon and music makes it memorable for me, I am definately intrigued by his music. It makes me want to go listen to Eminem right now.
Chrysler won an Emmy for an Outstanding Commercial. I would say it's definitely memorable.
It makes you want to own the new 2011 Chrysler 200.
Links:
www.youtube.com
www.chrysler.com
http://www.adweek.com/video/advertising-branding/chrysler-born-fire-132934?auto
http://www.hiphopdx.com/index/news/id.16822/title.eminem-chrysler-commercial-wins-an-emmy
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