- Chrysler is showcasing more Detroit talent with its new commercial for the 2012 Chrysler 300 — but the rapper Eminem is nowhere in sight.
- The Chrysler 300 ad uses a 1917 poem from Edgar A. Guest, a Detroit poet who was known for his "sentimental and moralistic" work.
- The "See It Through" campaign borrows the name of the poem and capitalizes on the theme of hard times and comebacks.
AUBURN HILLS, Michigan — Chrysler got tons of traction with its 2011 Super Bowl commercial featuring Eminem. But it takes a different approach to selling the 2012 Chrysler 300, relying instead on a dead Detroit poet and the 1917 "See It Through" poem.
The new Chrysler 300 commercial airs nationally on Thanksgiving Day during the Detroit Lions and Green Bay Packers football game on Fox.
The "See It Through" campaign borrows the name of the poem and capitalizes on the theme of hard times and comebacks. The poem was written by the prolific Edgar A. Guest, a former Detroit Free Press columnist who died in 1959 and wrote more than 11,000 poems. He was known for "a facility for folksy verse, sentimental and moralistic," according to the Reader's Encyclopedia of American Literature. His most famous line is: "It takes a heap o'livin' in a house t' make it home."
"This new ad is a humble thanksgiving nod to everyone who has believed in Chrysler's resurgence," said Saad Chehab, Chrysler Brand president and CEO in a statement on Monday.
The ad features Detroit Lions defensive lineman Ndamukong Suh standing in front of "his Chrysler 300," notes the automaker.
Inside Line says: Chrysler digs back in the vault to come up with talent in its latest ode to Detroit.
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sblock says:
03:39 PM, 11/24/2011
All I want from Chrysler ia a NEW I M P E R I A L !!! Damn it !
I owned a 1968, A 1972, A 1975 AND A 1982 iMPERIAL, AND I Want a new one !!!
zr1man says:
11:30 AM, 11/24/2011
Though I'm a strong GM believer, I must say good job to Chrysler on their marketing. "Imported from Detroit" is genius.
Be Proud. Buy American.
pisado says:
08:42 AM, 11/24/2011
I thought the 300 was made in Canada and not in Detroit and there is a lawsuit going on based on the logo IMPORTED FROM DETROIT?
karz4life10 says:
09:04 AM, 11/23/2011
Its unfortunate they stopped eminem, i reakky liked that tune for those cars went 2gether well.
wjtinatl says:
08:11 AM, 11/23/2011
Chrysler's ad agency is doing a great job of putting emotion into their commercials. I'm not a huge fan of their products (yet), but every time I see one I root for Chrysler to succeed, Italian ownership notwithstanding!