"The phrase 'America's import,' with its suggestion that 'import' equals 'better,' feels terribly dated, a relic of the 1980s. It's the rhetorical equivalent of hanging a pastel-hued 'Miami Vice' poster on your office wall," writes Phelan in the piece. Also, since some of the brand's cars are made in Canada, the line isn't even entirely true, he claims. Phelan goes on to praise the company's earlier Imported from Detroit commercials for getting the right message across and showing pride in the city.
While "America's Import" might be the tagline for Chrysler's ads, it's not the whole message. Subsequent ads keep the hard-working, patriotic imagery from the original Super Bowl spot but put a bigger emphasis on the Chrysler 200 that the commercials are meant to sell.
Read Phelan's whole editorial here, and make up your own mind. Is it too reductive to boil down an entire series of ads into their two-word taglines? Or is Phelan right that there's a connotation of imports being superior in the campaign, and that's an outdated and offensive idea. Let us know what you think in the poll below.