• Feb 8, 2011
Chrysler's ad featuring Eminem was one of the most popu... Chrysler's ad featuring Eminem was one of the most popular from Super Bowl XLV (YouTube).
Over the past decade, rap legend Eminem has been approached over 100 times to license his classic "Lose Yourself." Up until now, he has refused all bidders, turning down millions of dollars along the way, according to Joel Martin, who controls the Eminem music catalog and has one-third of the writing credit on the song.

But that was until Chrysler chief marketing officer Olivier Francois started selling Martin on how much he wanted the music, and how he had an idea to show off Detroit to the Super Bowl audience, the largest TV audience of the year. To seal the deal, Francois drove a new Chrysler 200 to Martin's office in the Detroit suburb of Ferndale a few days into the New Year. The car was fresh off of the assembly line in neaby Sterling Heights, and hadn't even gone on sale. Francois had Martin and Eminem (whose real name is Marshall Bruce Mathers III) drive the car, as well as a new Chrysler 300, to try and get the music legend to play ball.

"The 200 was like $18,000 and felt like a BMW... We were really impressed," says Martin, who told AOL Autos they agreed to take millions of dollars less than what they had been previously offered in order to be part of the Chrysler ad. "[It was] about 20 percent of what we could have gotten from someone else," he said.

Martin said the idea for the ad that would show Detroit for what it really is, from hard working people to the abandoned buildings, as well as the art and music scene, appealed to them. "The script they showed us was like nothing I had ever seen before," he said, "and Marshall felt the same way."



But he and Eminem had doubts about both the idea and the slogan written by Wieden & Kennedy, the ad agency based in Portland, Oregon. They didn't think "Imported From Detroit" would make it through the bureaucracy at Chrysler. To them, it sounded like one of those ideas that a company gets ginned up about, but then kills for being to crazy and bold. "We just didn't think it was going to fly," said Martin.

The first phase was allowing Chrysler to use the song (though not the lyrics) for a press conference at the North America International Auto Show in Detroit on January 11. Composer Luis Resto, who has the third credit on the song, actually came to Detroit's Cobo Hall and played the music live to go with Francois' presentation. Though the Super Bowl ad deal was not in place yet, Martin and Resto did not charge for the auto show usage. "We were into something pretty interesting, so we wanted to see where it was going," says Resto, who agreed to make some changes to the music based on what Francois was asking for -- an unusual role for the CEO of an auto maker brand to play.

In the week following the auto show, more negotiations about a Super Bowl ad continued. When Eminem eventually agreed to not only have the music be used in the commercial, but to appear in it as well, Francois was on the west coast at a press junket. He had to rush back to Detroit and start overseeing the shooting the ad the week of January 23 -- just two weeks before the game. It would show Detroit at its grayest and grimmest.

Which car would be used in the ad? The whole idea of the ad is to position Chrysler as a legitimate luxury brand. But the Chrysler 200 has a starting price under $20,000, and it has not enjoyed terrific reviews in the press. It was adapted from the Chrysler Sebring, a much-derided model that had questionable styling and a sub-par interior. While the new 200 is vastly improved, perhaps the more obvious choice to star in the Super Bowl ad alongside Eminem would have been the Chrysler 300 sedan. This is a first-class redesign of a well-loved product that reaches a fully optioned sticker price of around $46,000. The problem is that the 300 is built in Brampton, Ontario. Though not far from Detroit, Chrysler felt it could not launch the new brand idea to a Super Bowl audience with a car built in Canada.

Even after settling on the car and getting Eminem's full involvement, there were a few more wrinkles to iron out. The NFL had not allowed two-minute ads, establishing a limit of 90-seconds. The script, which called for taking viewers through numerous images of the city of Detroit and winding up at the Fox Theatre with Eminem and a local African-American choir, required two minutes to be told properly, Francois believed.

Then there was the iced tea issue. Eminem was appearing in another Super Bowl ad -- sort of. Months before, Eminem had agreed to have a claymation image of himself star in a Lipton Brisk iced tea ad. The script calls for the clay Eminem to act like a diva, complaining about the demands of doing a commercial, and how he insists in shooting in his own house so he doesn't have to go anywhere, and records his own songs. When a claymation corporate executive in the ad tells him he can't rename the product, the rap star shoves him off the roof of the building. Ouch.

The ad was anything but serious, and would be juxtaposed against the much more earnest message from Chrysler. It would also mean that Chrysler would no longer be unique in using Eminem. "We felt so strongly about the idea and script that we looked right past it," said Francois.

It paid off. "Chrysler 200" was the number two search term on Super Bowl Sunday on Google, beating out the Black Eyed Peas, the band that performed during halftime. Search traffic for the Chrysler 200 on AOL Autos was 685 percent higher than normal on Monday and it topped all vehicle searches on AOL's Autoblog.com. NBC Nightly News did a feature on the ad. And a poll conducted by auto industry trade weekly Automotive News, which asked readers to rank all the auto ads in the big game, chose the Chrysler ad by a long-shot, with more than 40 percent choosing it by Tuesday after the game. At publication, the ad had received over five million viewings on YouTube, a number that will likely grow, as Chrysler was one of the only advertisers not to make their commercial available before the game.

"In a way, the Brisk ad kind of set up the Chrysler ad because the character talks about why he never does ads," said Martin.

Indeed, Eminem had appeared in an Apple iTunes ad several years ago, though it was just to promote the iTunes release of a greatest hits album. Apple, says Martin, asked to use "Lose Yourself" to promote the whole Apple product line. Eminem and Martin turned down Apple and its celebrity CEO Steve Jobs.

"The city of Detroit is really important to Marshall," says Martin. "Two years ago, Marshall was down for the count, and he understands what Chrysler is trying to do," says the rapper's partner, referring to the extremely poor reception of his 2009 album "Relapse," which was released after a five year hiatus.

That was the same year that Chrysler was forced into bankruptcy and accepted a bailout from the Federal government to stay in business. "I felt very strongly about this piece of music and Eminem," says Francois. "I don't believe in using celebrities and famous people just for the sake of it... Their story has to make sense in the story of the ad."

Francois was born in France, and has been running the marketing for Fiat in Europe, as well as the overall business of the Lancia brand in Europe. His job in the U.S. is similar, running all marketing for Chrysler, as well as all the business of the Chrysler brand. As a foreigner, and only a part-time resident in the Detroit area, his interest in the city's plight and story ironically runs deeper in some ways than auto industry executives who have spent their whole career around the city.

Eminem has been doing more publicity and promotion work in support of his latest album, "Recovery," with the National Hockey League, video game company Activision, and Pepsi, which markets Brisk. He is also performing on this weekend's Grammy awards show, where he has eleven nominations, the most of any artist. But his anthem, "Lose Yourself," is only going to be used for Chrysler. The ad will run in shorter versions on other TV broadcasts.

Advertising Age magazine referred to Eminem as "the comeback story of the year," which is another association Francois would like to see for Chrysler, as well as the City of Detroit.


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  • 307 Comments
      David
      • 3 Years Ago
      Is he talking about the Detroit we all know ? Doesnt sound like it to me. Eminem is a hater. He shouldnt be representing anything until he cleans up his own act.
      animal2605
      • 3 Years Ago
      I think the real message of the ad got lost in all the controversy. BTW I was in Detroit a few times and saw things that I didnt believe existed in Michigan openly. I also got a free bus ride one night because of the neighborhood I was walking through. The driver knew my brother and I was there to enlist in the Army and gave us a ride to where we were going. The stay in the hotel was a wild ride as well.
      • 3 Years Ago
      "Imported from Detroit" was one of the worst commericals I have ever viewed. It was an insult to the American culture at large. It was a waste of MY TAX DOLLARS! I will not be buying any Chrysler products. Maybe France would like to IMPORT DETROIT.
      • 3 Years Ago
      Bravo to Chrysler for having the guts to lay it all out. This is the best ad I have seen in a very long time. It gave you a glimpse into the city that is behind the car maker that is behind the car. The most poignant part of the ad was the very last sentence, "Imported From Detroit". Such a small statement hopefully will make a large impact on you buying habits. I am not a Chrysler supporter. In fact, I work for the competition. I was moved by this ad.
      • 3 Years Ago
      I was very proud of Eminem !! & Chrysler's Commercial of Detroit, It touched my heart!!
      • 3 Years Ago
      Its an F...ing commercial for gosh sakes, what the heck are you talking about....who is talking about it....what have you been smoking....geez you guys really take tv a little too serious....man get a life...
      • 3 Years Ago
      The commercial was moving and sends an inspirational message about how the city of Detroit can adapt to the recession and create innovation to the auto industry. As failing auto makers out there, Chrysler did a good strategic move to position the brand into the right direction and I believe the company will flourish as they continue to make positive changes.
      Peggy
      • 3 Years Ago
      I loved the ad. Then thought of all of the auto factories that went to 3rd world countries. Like the GM plant in Oklahoma City that went to Mexico. ******* peak it employed over 6000 people. Now the folks out there will parrot the line about evil unions and the cost of employing Americans. But look at it from a realistic point of view, not the opinion you've been spoon fed. When a company like GM, or Kelly Tire (formerly the biggest employer in Tyler Texas) etc takes their jobs to Mexico or where ever, they have no EPA, they can pollute to their hearts content with no fall out in them. No OSHA so when employees are injured or killed because their plants have 0 safety standards, they face no inspections or fines, they just scrape up employee A then slide in emplyee B. There are no govt agencies over seeing fair employment standards there are no insurance issues...Workers salaries just became a REALLY small piece of the pie didn't it? We want our country back? Then Washington needs to get off its ass. If you want to sell it here? You need to make it here. Tell the parasitic companies, try selling your products in China and Mexico...oh wait that's right, you don't pay your employees a living wage much less enough to buy the product you make. Hey check out the factory in China where Jobs has his gadgets made? They all LIVE at the plant!
      shiloh1388
      • 3 Years Ago
      I admit, Benz got pretty interested in Smart guy me, blonde, blue-green-grey, and Protestant. Chrysler not an American Car Company!!!!! Oh my Gawd, let's reference Walter P. Chrysler and his railroad dad as Americans, Chrysler the former CEO of Buick, and yes Chrysler is originally a German name. As for me, my dad's ancestral family was of English and Scottish origin. I am eighth generation of English origin, fourth generation Scottish, Mayflower Plymouth English, ninth generation Swiss, etc. Don't the Republicans just hate it. Some things you just can never buy. Like your family of origin. They made the choice, so here I am. Chrysler German??? Right. And the Pope is from Topeka. Right. And Spumoni is served on the Moon. Right.
      sharp914
      • 3 Years Ago
      Here's the thing i don't understand from famous people from detroit. They talk about helping to invest and rebuild Detroit,but they themselves don't even put millions and billions of dollars of there money they have into detroit.
      crrunch
      • 3 Years Ago
      I wouldn't know eminem if I saw him on the street. And rap isn't even on my list.....however, this ad kicked some serious tush. Well filmed and scripted. Gotta admit even the music was good (maybe due to no vocals by e). One class act.
      • 3 Years Ago
      Amen SisPastor. My memories and feelings as well.
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