• Feb 10, 2011
Eminem and Chrysler are Imported from Detroit – Click above to watch video after the jump

The hit single Lose Yourself is the most successful song from Eminem's career to date. It's gone platinum four times over and was the first rap single ever to win an Academy Award for Best Original Song. Countless ad agencies and companies have tried to license it for use in commercials, yet none received permission... that is, until Chrysler's Super Bowl ad hit TV screens around the world.

Eminem and Chrysler both call Detroit home, so getting a real local hero on board for a Chrysler ad is quite a big deal. Oliver Francois, Chief Marketing Officer for Chrysler, met with Eminem and Lose Yourself co-writer Joel Martin to discuss the idea of using the song in an ad.

Martin and Eminem had turned down countless offers and millions of dollars to lend their song out for advertising efforts. Francois, however, approached Slim Shady from an angle that hit home: Chrysler is trying to rise from the ashes, as is Detroit and even Eminem himself.

Around the time when Chrysler declared bankruptcy, Eminem released an album called Relapse that sold poorly. Chrysler cars weren't selling, Detroit was an undesirable place to call home and Eminem had a weak album flopping on the charts. That was 2009, yet a couple of years later, Eminem finds himself nominated for 11 Grammy awards and Chrysler has a refreshed lineup hitting dealer showrooms.

Eminem decided to let Chrysler use Lose Yourself and also appeared in the Super Bowl spot, which garnered a lot of positive attention. Internet searches for the Chrysler 200 were way up shortly after the spot aired and the commercial is closing in on five million views on YouTube.

With a critical reception like that, it's no surprise that TheDetroitBureau.com is reporting that Francois and Eminem's posse are set to meet today in a closed-door session to discuss possible future collaborations, and the discussion is likely to center around a followup ad to the Super Bowl "Born of Fire" spot. Click past the jump for a quick refresher on the epic two-minute commercial.

[Sources: AOL Autos, TheDetroitBureau.com, Chrysler via YouTube]


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    • 1 Second Ago
  • 46 Comments
      • 3 Years Ago
      I think the ad is right up there with Apple's 1984 super bowl ad. It's quite amazing.
      • 3 Years Ago
      The issue I have is that if you want to portray rising from the ashes, rebuilding a brand and a city, then stand by it. Build factories in Detroit, make all of your cars there, and give thousands of unemployed people new good paying jobs. If Chrysler doesn't do that then the ad is just a lie. A ploy to exploit the city to get sympathy for the brand.

      Essentially using Eminem is perfect then. A guy that doesn't really produce anything of value that raps about his terrible life that he doesn't live anymore. Detroit is just a word to exploit since he hasn't done anything to make the city any better. He actually represents everything that is wrong with the city. If you love Em so much then move out of your cushy apartment and pick up a residence on Eight Mile or one of the other hundred Detroit ghettos. There is nothing to admire about a pit of garbage.

      Chrysler doesn't mean anything to Detroit anymore. It may have been their birthplace but if Detroit disappeared from the map we would still have Chrysler just the way it is. Same with Eminem. He would still have sold millions of albums if Detroit never existed. The city is a burnt out wreck and a fancy commercial with a strong base line and good camerawork isn;t going to improve anything.
        • 3 Years Ago
        "Chrysler doesn't mean anything to Detroit anymore. It may have been their birthplace but if Detroit disappeared from the map we would still have Chrysler just the way it is."

        So..... if Detroit disappeared you don't think it would bother Chrysler to lose the Jeep Grand Cherokee/Dodge Durango factory on Jefferson Ave? Or the 200/Avenger factory in the Sterling Heights suburbs? Or the Conner Avenue plant where they made the Viper/V10 and the Mack Avenue plant where they make V6's and V8's? You really think that would be ok with them? Or did you just not know how much manufacturing Chrysler does in Detroit?
      • 3 Years Ago
      One of the greatest televison commercials ever.
        • 3 Years Ago
        I like the ad, but far from the best ad ever.
      • 3 Years Ago
      It was a really good ad, but lightning doesn't usually strike twice. Might be smarter to just leave this alone and "go out on top".
      • 3 Years Ago
      Still my favorite Super Bowl commercial this year.
      • 3 Years Ago
      Dang dont read so deep into a comercial, in the end its just a commerical. Nuff said.

      • 3 Years Ago
      FYI- stop saying they should have used the 300. The 200 is built near Detroit (Sterling Heights)- the 300 is built in Canada. How much sense would it have been for them to have a commercial about the resurgence of Detroit with a car built in Canada?
      • 3 Years Ago
      Feminem needs to stop,he needs to focus on not getting back into drugs,he needs to stop trying to sing cause he can't and his punchlines are so corny.Nas and Jay please show feminem how to make a real classic album
      • 3 Years Ago
      This isn't the first time that lose yourself was used in an ad. Apple used it a few years back for iTunes and Marshall Mathers stared in that commercial as well.

      http://www.youtube.com/watch?v=SgGX19DO8mE

      • 3 Years Ago
      Chrysler sure knows how to make ads. Their recent Grand Cherokee "The things we make, make us" campaign was equally awesome.

      http://www.youtube.com/watch?v=G1Ci2UGrv1M
      • 3 Years Ago
      Relapse went double platinum and was the top selling hip hop album of 2009. If that's "selling poorly" I bet a lot more artists wish they were so unlucky.
      • 3 Years Ago
      He doesn't fit Chrysler image. He's a bad choice and they wasted millions on him and adding his music.

      Just because he is from Detroit doesn't make me wanna buy a Chrysler.

      They need someone mature with class... Halle Berry for example.
        • 3 Years Ago
        Obviously you aren't going to buy the Chrysler 200.

        POINT PROVEN!

        That's all I asked. Asking if you we're going to buy it because of this campaign wasn't a childish statement. It's no more straight forward than what Chrysler put on on Super Bowl.
        • 3 Years Ago
        I don't know. You can't argue with his "POINT PROVEN!" remark. Especially since it is in all caps.

        I believe that is how WWI ended. That is what is written in the Treaty of Versailles. Pretty powerful stuff.
        • 3 Years Ago
        • 3 Years Ago
        Fuzzy Fish are you going to buy a Chrysler Sebring... I mean 200 with in the next 2 weeks?

        I doubt you are... if you don't buy soon the campaign was useless.

        You don't understand how much they spent on him and his music alone. If he's still in the Screen Actors Guild union (for each day of shoot) and license to his music.

        Eminem doesn't represent nothing what Chrysler is trying to portray.
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