This Day On The Street
Continue to site
This account is pending registration confirmation. Please click on the link within the confirmation email previously sent you to complete registration.
Need a new registration confirmation email? Click here

Chrysler Ran the Best Super Bowl Ad

DETROIT ( TheStreet) -- All this discussion of Super Bowl ads ignores the basic fact that most people don't like to watch ads.

But in the case of the 2011 Super Bowl, one ad rose above the clutter to make a statement about a product, a city and a state of mind. That was the Chrysler "Born of Fire" ad.

If you haven't seen it, take a look, because it has a lot to say and has Eminem to say it. "This is the Motor City -- this is what we do," he proclaims at the end of it.

The ad says that Detroit is back, obviously a positive sign for the U.S. economy, because Detroit is the center of the country's largest manufacturing industry.

That's not just Chrysler, but Ford (F) and GM (GM) too. Their spirits have recovered and their stocks have recovered too, once again making millions of people rich.

Their re-emergence took place in a gritty city that almost failed. But now the grit has enough glitter that some can rub off on the image of a new luxury car, the Chrysler 200.

"What does a town that's been to hell and back know about the finer things in life?" the narrator asks, before responding: "More than most. You see, it's the hottest fire that makes the hardest steel ...When it comes to luxury, it's as much about where it's from as who it's for."

The ad also makes the point that even thought it has a European owner, Chrysler wants to be recognized as one of the Detroit Three. In the U.S. auto industry today, the Big Three includes Toyota (TM). But to the extent that Detroit is king, Chrysler is one of its three kings.

"If you thought Chrysler's Fiat managers would go all gelato and Pellegrino water on us, think again," said Automotive News Monday, reviewing the ad. "This could be one of those moments when a brand starts to define itself."

In that regard, the slogan "Imported from Detroit" introduced in this advertisement uses irony to underscore the point that a European owner wants to embrace a unique American culture.
1 of 2

Check Out Our Best Services for Investors

Action Alerts PLUS

Portfolio Manager Jim Cramer and Director of Research Jack Mohr reveal their investment tactics while giving advanced notice before every trade.

Product Features:
  • $2.5+ million portfolio
  • Large-cap and dividend focus
  • Intraday trade alerts from Cramer
Quant Ratings

Access the tool that DOMINATES the Russell 2000 and the S&P 500.

Product Features:
  • Buy, hold, or sell recommendations for over 4,300 stocks
  • Unlimited research reports on your favorite stocks
  • A custom stock screener
Stocks Under $10

David Peltier uncovers low dollar stocks with serious upside potential that are flying under Wall Street's radar.

Product Features:
  • Model portfolio
  • Stocks trading below $10
  • Intraday trade alerts
14-Days Free
Only $9.95
14-Days Free
Dividend Stock Advisor

David Peltier identifies the best of breed dividend stocks that will pay a reliable AND significant income stream.

Product Features:
  • Diversified model portfolio of dividend stocks
  • Updates with exact steps to take - BUY, HOLD, SELL
Trifecta Stocks

Every recommendation goes through 3 layers of intense scrutiny—quantitative, fundamental and technical analysis—to maximize profit potential and minimize risk.

Product Features:
  • Model Portfolio
  • Intra Day Trade alerts
  • Access to Quant Ratings
Real Money

More than 30 investing pros with skin in the game give you actionable insight and investment ideas.

Product Features:
  • Access to Jim Cramer's daily blog
  • Intraday commentary and news
  • Real-time trading forums
Only $49.95
14-Days Free
14-Days Free
AAPL $93.24 -0.41%
FB $117.81 -0.21%
GOOG $701.43 0.82%
TSLA $211.53 -4.96%
YHOO $36.94 2.61%


Chart of I:DJI
DOW 17,660.71 +9.45 0.05%
S&P 500 2,050.63 -0.49 -0.02%
NASDAQ 4,717.0940 -8.5450 -0.18%

Free Reports

Top Rated Stocks Top Rated Funds Top Rated ETFs