It only took 1 second for me to give Clint Eastwood my undivided attention during halftime at the Super Bowl. This is what I was waiting for all day – not the farcical ads, the spoofs, the cameo celebrity appearances. I wanted to be wowed, to be impressed with smart thinking that makes me believe in a product.
The reason I tune into Super Bowl commercials is because of the precedent set by Apple’s 1984 ad. It was unlike anything you’d seen before: that’s what the Super Bowl commercial is supposed to do. Chrysler moved us last year with Eminem and the “Imported from Detroit” theme, but this year they did themselves one better. They transcended beyond the brand – and evolved the campaign to stand for the American Auto Industry as a whole, brought to you by Chrysler. It packed an emotional whallop that made you believe in the power of innovation and was a rallying cry for the American spirit which has stalled in recent years. Hear our engines roar. Powerful copy, a great story – delivered poignantly and powerfully by Clint Eastwood.
I can’t remember the last time a brand achieved all that in 60 seconds. As I started up my Jeep this morning, I felt more connected to Chrysler than I had since I bought my car. Well done.