Though it has been the company's star-laden Super Bowl commercials starring Eminem and Clint Eastwood that have garnered the most buzz for Chrysler and its ad agency Wieden + Kennedy, the principals agree that it was a far earlier spot that has made the biggest impact thus far.

Chrysler CEO Sergio Marchionne and John Jay, Global Executive Creative Director for Wieden + Kennedy, agreed recently that it was the commercial for the 2011 Jeep Grand Cherokee that has had the most significant impact for Chrysler in the post-bailout era.

The Grand Cherokee, you'll remember, was the first product introduced by the Chrysler Group coming out of bankruptcy, and was therefore poised to make a big impression – good or bad – on the American public. The Jeep commercial then needed to hammer home the notion of a quality, American-made product, while also laying the groundwork for the Imported from Detroit commercials (of Super Bowl fame) that were still to come. Marchionne called the Jeep commercial "a turning point" and said that it was still being tweaked, right down to the very end.

Watching the spot today (scroll down to have a look), it is easier to see it as a successful foundational piece of the messaging that we're getting from Chrysler today.


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  • 21 Comments
      Kyle Potter
      • 2 Years Ago
      That was pretty good.
      Josh
      • 2 Years Ago
      "This, our newest son" One of the best lines in a commercial ive ever heard.
      wickedme91
      • 2 Years Ago
      Not surprising to me. This is the only ads I watched, I didn't care at all for the Clint and Eminem ads. Now just bring a diesel GC so I can finally get one.
      rmt_1
      • 2 Years Ago
      While "The Things We Make, Make Us" ad is significant and powerful, I must disagree and state my belief that the Eminem "Imported From Detroit" ad was far more important to Chrysler. The "Things We Make" ad was vital to the then new Jeep Grand Cherokee by looking back into the past and the history that the "Jeep" helped make; there is a certain irony to this in that I believe most WW2 Jeeps were actually made by Ford. That aside, the ad focused on just one model. The "Imported From Detroit" ad was different in the fact that it was less about the Chrysler 200 featured and more about big ideas demonstrated by creating a strong emotional reaction to Chrysler and towards the city of Detroit in the here and now as a metaphor for the United States. A metaphor where bad times and struggle can be overcome by the classical American beliefs in determination, hard work, and God (The Choir). It's this emotional content that helped "Imported From Detroit" change the nation's view of Chrysler from basket case to underdog and can possibly keep this ad relevant for years to come, much like Apple's "1984" ad changed the view of that company in the eyes of America.
      delsolo1
      • 2 Years Ago
      Chrysler can have this pitch for free by having Clint Eastwood yell at Dodge Caliber in the next ad.
      Brodz
      • 2 Years Ago
      Chrysler are making such powerful, heart touching commercials. It makes me want to swap camps from Ford to Chrysler. Well... almost.
      Camaroman101
      • 2 Years Ago
      clint eastwood's commercial is now completely irrelevant considering he is a romney supporter and romney wouldn't have bailed out chrysler.
      Seriously
      • 2 Years Ago
      The marketing agency that created this commercial is brilliant.
      Rob J
      • 2 Years Ago
      Great ad, I just wish we had the same sort of drive for riding you bike to work. You know, alleviating traffic congestion, clearing up the air and making ourselves healthier.
      GuyClinch
      • 2 Years Ago
      I love the JGC. Best looking SUV on the road and it has actual off road chops.
      VIPER94
      • 2 Years Ago
      That is a dang good commercial.
      Tom Bryan
      • 2 Years Ago
      Much better than "imported from detroit" . it speaks to the whole country, very nice.
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