There is a lot of buzz over the Eminem Superbowl ad for Chrysler 200. The views tally for the spot on YouTube is over 7 million.
Why is it resonating so much with audiences? Short answer. The American Car represents America.
Longer answer: it taps into emotions and associations that go way beyond Chrysler or the product.
A few proof points:
Recall the famous line “What’s good for General Motors is good for the country” that is part of our national lexicon, a small misquote of Charles E. Wilson, G.M.’s president in the early 1950s. Part of the reason this quote is legendary is the equal sign it puts between the American car company and the United States. Wow.
And look at this Schoolhouse Rock video from 30 years ago, Henry Ford is placed among the mythic heroes of American innovation toward the end of "Mother Necessity",
See how American cars populate our cultural landscape. Billy Ocean crooned "Get Out of my Dreams and Get Into My Car", Chuck Berry invited us to explore "Route 66", and Bruce Springsteen could party in the back of his "Pink Cadillac".
In fact, we love our cars so much we talk to them. I'll write this again. We talk to them.
"According to a survey commissioned by Jiffy Lube, three out of fiveAmericans talk to their cars. Here's what they're saying . . . and they could give more than one answer.
50% have thanked their cars for a job well done, like getting them somewhere on time.
39% of people say they verbally encourage their cars. Like, "Come on, get up the hill without making me turn off the heat. You can do it. You got this. You're a beast."
21% of people talk sweet to their cars while RUBBING the dashboard, steering wheel, or some other part.
And 17% of people try to bribe their cars by verbally promising them premium gas, a car wash, and other special gifts. (PR Newswire)"
So the Chrysler spot tapped into strong feelings American's have about our country and about our cars. And it did one more important thing. It tapped into a yearning for rebirth.
Think back to when the big three automakers were in Washington, hats in hand, begging for a bailout.
I remember how I felt. Horrible. I was thinking something along the lines of "We can't even get it together as a country enough to put out profitable car company?? Is this America? What is happening to us?"
The Chrysler spot gives us an anthem that fills a hole in our national heart. It gives us something to get behind, the rebirth of Detroit, the rebirth of the American Car, the rebirth of America.
The takeaway? What at first glance might look like an ad for a car company and a product, actually is about a lot more. That is why the spot works, that's good advertising, and that's great branding.
And the lesson here is clear. Your brand should be about something. Something big. Something important. Something your audience can feel strongly about.
For Chrysler, that something was America. Good call.
Jeff Caporizzo is Vice President/Creative Director at ZilYen. Follow us on twitter @zilyentweets.
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