It’s halftime in America, according to Chrysler’s Super Bowl ad starring legendary actor and director Clint Eastwood.
Not exactly funny, controversial or anything out of the ordinary (unlike last year’s very successful imported from Detroit ad starring Eminem), the back to basics patriotic ad by Chrysler addresses the tough economic times and the determination of Detroit-based manufacturers looking to make a big come back… in the second half.
Interestingly, after the first half (a.k.a the 2008 Global Financial Crisis) and the bankruptcy of the company in mid 2009, 58.5 percent of Chrysler is now owned by Italian manufacturer Fiat. So Chrysler may be coming in for a big second half, but it’s doing it with new sponsors on its jersey.
During the ad Mr Eastwood spends a lot of time walking around whispering in his legendary voice. Some of the more well-worn lines include “all that matter now is what’s ahead, how do we come from behind and how do we win”.
Our favourite is “this country can’t be knocked out with one punch, we get right back up again and when we do the world is going to hear the roar of our engines”. Yes, that may be true Mr Eastwood, but that roar may sound a little more Italian now than ever before.