Eminem's Chrysler Ad Gets High Praise

Posted Monday February 7, 2011 4:01 PM GMT

If you watched the Super Bowl, you would have seen Eminem in not one commercial, but two.

Aside from the “Slim Shady” rapper appearing in a Lipton Brisk Iced Tea ad, he was also featured in a rather serious Chrysler 200 commercial, as well.

Of the Chrysler ad, Andrew Hampp of Advertising Age magazine told press, “As much as the spot is about what it's like in Detroit, it's very much about having Eminem ... and it wasn't necessarily about a promotion for a particular vehicle, but I came away with a higher appreciation for the Chrysler brand."

In the two minute ad, which was the longest in Super Bowl history, viewers saw a story of Detroit's decline over the past few decades. And, just like Em - whose own career stalled out due to his drug demons - the commercial tracked Detroit's eventual return and promised that the best days are still ahead.

It concludes with a choir singing Eminem's iconic "Lose Yourself," and Eminem saying with a stern face, "This is the Motor City; this is what we do.”

Hampp added, "If anything, the spot did a good job coming up with a way to reposition Chrysler. ... He's authentic to a younger generation, which is what Chrysler needs. The toughest demo for them is not grandmothers, but younger kids who already listen to Eminem and might otherwise buy foreign cars."