The Chrysler 200 ‘Born of Fire’ Commercial pushed through and distinguished itself from the plethora of other auto commercials  in the competitive auto sales industry, winning the Emmy award for Best Commercial this year. This commercial featuring rap star Eminem was aired during the Super Bowl 2011 and has thus far accumulated over 12 million views on Youtube. The marketing behind the commercial stands unique and brilliant as it abandons the traditional pitch for a new car which often boasts the car’s new features. Instead, Chrysler focuses on building up and re-positioning its brand by projecting images of Detroit and how the city has “been to hell and back”. Chrysler has taken a proactive stance toward the marketing environment in reversing the publics’ impression of the economic downturn of Detroit’s motor industry.

Olivier Francois, Chief Marketing Officer at Chrysler Group, said in a statement: ” ‘Born of Fire’ was more than a commercial about the Chrysler 200, it was our anthem and signified the return of the Chrysler brand and our company.” Chrysler’s ‘Born of Fire’ Wins Emmy for Best Commercial

It is no surprise that the creator of the Chrysler 200 ‘Born of Fire’ commercial is Wieden+Kennedy, who is also the advertising agency that produced the “Old Spice” commercials. This Chrysler 200 commercial set Chrysler apart as the proud Detroit-based American luxury brand seeking to win back its market share in the luxury car market. The publics’ attitude towards the Chrysler brand and remembrance of the company’s bankruptcy in 2009  is being reshaped by this commercial: the projected images of the new shiny Chrysler 200 together with Eminem’s powerful pitch in the Chrysler 200 ‘Born of Fire’ commercial reinforces Chrysler as a strong national brand that has stood back on its feet despite the recent economic downturns.

Chrysler uses celebrity endorsements effectively in its commercials. Check out the latest one featuring Jennifer Lopez! Chrysler Unveils Jennifer Lopez Fiat 500 Commercial During Monday Night Football