This isn't so much a rave of the Chrysler "Clint Eastwood" spot that ran yesterday in the Superbowl ... everyone's already done that to death since last evening, and rightfully so! This is more of a statement or observation of how to "use the stage" ... as Chrysler so admirably has done in the last two Superbowls !
And the thing that is completely elusive to their crosstown competitors ... GM.
This spot ... "Halftime In America" ... did something (again - reprising last years "Imported from Detroit" Eminem masterpiece) that very little advertising seems to accomplish these days.
It made you come away thinking something way bigger than a sales message. In fact, what it has done ... again ... is create the conversation the next morning that every marketeer dreams of for their Brand. The provocative musing that embeds itself in peoples psyche. Hey it may not turn into a sale today or tomorrow ... but, frankly most advertising doesn't. But it will continue to get the Brand talked about or even reminisced a long time to come. If we're honest here ... we are still remembering last years Superbowl spot from Chrysler.
Now, ... we have a body of work that will resonate for the Chrysler Brand for at least many months later.
In DMG's mind? ... Chrysler made the cost of 2 minutes in the Superbowl count for something that will live on ... It's what you want and expect of good advertising for that kind of investment.
A company owned by Italians managed to say something more in this 2 minutes about America, Americans ... and American Brands ... than any other American company that advertised in the big game.
All they gave us was some kind of pompous brand hubris that seems about as stale as the Twinkies and Barry Manilow soundtrack they so aptly "survived" with in their Apocalyptic dream world ...
Know what else felt right about Chrysler's Superbowl attempt versus GM's? ... Chrysler spent the money on getting the message and good story telling right and out to as many people as possible ... as opposed to spending it on production.
Hey GM ... looks like you made it ... but where'd you make it to?
UPDATE: Ford and Chevy Trade Barbs ...