Reviving the Brand and the City

Through strong use of appeal to emotion and visual intrigue, the advertisement for Chrysler went viral to the residents of Michigan and across the nation. Priced at only $18,000 the car looks and comes across expensive and luxurious against the somewhat dismal background but is still an attainable price for the average car shopper. Referring back to its roots in the city of Detroit, the product is exemplified as the regeneration of the city, and bringing Detroit back to life. It showed Detroit at its grimmest, from abandoned buildings to hard working people. Eminem, a Michigan native, serves as the opinion leader of the new Chrysler 200. With Eminem as this spokesperson, it further drives in the loyalty Chrysler has to the city.

Serving as the winner to the Super Bowl armchair ad-critic analysis, the ad was a hit. Post Super bowl the ad was the number two search term on Google, beating out the Black Eyed Peas, the band that performed during half time. Search traffic for the Chrysler 200 was 685 percent higher than a normal Monday. The ad is now at sixteen million views on YouTube, clearly proving the appeal to audiences.

I think this is an example of good marketing because it draws you in, and has strong emotional appeal. It gives you a history of the car and its roots in Detroit. It made people feel like they wanted to be a part of the new generation of Detroit by purchasing the new Chrysler 200.