Chrysler made news with a moving Detroit-centric Super Bowl advertisement last year, and it looks like they’ve done it again. Titled “It’s Halftime in America,” the advertisement aired during halftime of Super Bowl XLVI and features Clint Eastwood narrating a powerful presentation intertwining commentary on the idea of halftime in the game, American economy, Detroit and automobile industry, followed by a positive message moving forward. Despite producing the video and paying for it’s high Super Bowl air time cost, the word “Chrysler” is not heard in the advertisement.
“This country can’t be knocked out with one punch. We get right back up again, and when we do the world is going to hear the roar of our engines. Ya, it’s halftime in America, and our second half is about to begin,” Eastwood says as he drifts off camera and the Chyrsler, Jeep, Dodge and Ram logos appear.
The Detroit Free Press reports that dealers were given a sneak peak of the advertisement earlier in the day:
“The key message is that there is still another half to go as both Chrysler and the nation continue to recover from the 2008-2009 recession that drove Chrysler and General Motors into taxpayer-funded bailouts.
‘It’s a whole different kind of theme from last year,’ said Darvish, who was among dealers who got a sneak peak of the two-minute commercial during the National Automobile Dealers Association convention today in Las Vegas. ‘It’s all about the greatness of the country.’”
CBS News notes that Chrysler was bailed out with $12.5 billion from the U.S. government in 2008, and following bankruptcy restructuring is majority owned by Fiat SpA. In 2011, Chrysler earned $183 million, compared with a loss of $652 million in 2010.
Eastwood produced, directed and starred in the 2008 film”Gran Torino,” a drama telling the story of a gruff retired factory worker in a demographically changing Detroit neighborhood.
Watch the advertisement which to some may closer resemble a political campaign video rather than car commercial: