Luxury. It comes from blue collar hard work. Always do.
This is my favorite TV spot for Canneslions 2011. The title is Born of Fire. The agency is Wieden+Kennedy Portland, known as one of the best independent agency in the world. It wins gold in Film category. It's perfectly re-introduced Chrysler as a company that people should be proud of, especially American. It featured Eminem as he comes from Detroit.
The film is engaging while the copy seduced me to stay. It's honest, and tough. The kinda lines that makes you proud to be a part of it. It's punched. It's like if I'm from Detroit I'll stand up and clenched my hand and say "This is my city".
Okay that's enough. I'm not American, I don't know how it feels to be Detroit citizen. But at least I know a good advertising. Ha!
This is the lines (correct me if I'm mistaken)
"What does this city know about luxury? What does a town that’s been to hell and back know about the finer things in life? Well I’ll tell you: More than most. It's the hottest fires that make the hardest steel, at hardworking conviction. And a know-how that runs generation deep in every last one of us. That's who we are. That's our story. No, it's probably not the one you've been reading in papers. The one being written by folks who've never even been here, don't know what we're capable of. Because when it comes to luxury, it is much about where it's from as who it's for. Now, we're from America. But this isn't New York City. Or the windy city. Or sin city. And we're certainly no one's emerald city. This is motor city, and this is what we do."
Some people might think that luxury is come from a place across the ocean. A place that far away. The imported one. The message is clear to Americans: "The luxury is here in America, it's imported from Detroit. You don't have to cross the ocean to obtain it."
This ad is inspirational, so inspirational that Audi is accused of cribbing the video concept and the song from Eminem, 'Lose Yourself.'
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| Chrysler 200 |
Applause for Wieden+Kennedy, Chrysler...and Detroit.
