A year after Chrysler enlisted Eminem to pay tribute to Detroit for its Super Bowl spot, the company went with a decidedly different spokesperson to sell their cars and message of recovery: Clint Eastwood.
In “It’s Halftime in America,” a seeming nod to President Ronald Reagan’s “Morning in America”ad, the “Dirty Harry” star gives what felt like a pep talk to Detroit and the United States over images of the Michigan city, assembly lines, average looking Americans and, yes, some Chrysler vehicles.
“It’s halftime. Both teams are in their locker rooms discussing what they can do to win this game in the second half,” Eastwood begins. “It’s halftime in America, too. People are out of work and they’re hurting. And they’re all wondering what they’re gonna do to make a comeback.
“We find a way through tough times, and if we can’t find a way then we’ll make one. All that matters now is what’s ahead, how do we come from behind, how do we come together, and how do we win. Detroit’s showing us it can be done.”
Not everyone was a fan of the ad’s uplifting sentiment.
In his essay on Super Bowl XLVI, The Post’s Hank Stuever writes, “Last year’s ‘Detroit is back’ ad, featuring Eminem and church choirs, at least made some sort of sense. This one just seemed like a ridiculous and even quasi-political tangle of images and bombast.”
(Chrysler denied to Politico that the ad was pro-Obama or at all political.)
The Chicago Sun-Times described it as “the advertising equivalent of Ambien with a heavy-handed snoozer that felt twice as long as its two minutes.”
Still, opinions about the ad shared on Twitter and in comments sections across the Web seem to be mainly positive.
Terry Megee, a Delaware Chrysler dealer, told the Detroit News, “I had tears streaming down my cheeks.” Kelly O’Keefe, professor of brand strategy at Virginia Commonwealth University, told CNN Money the ad “was superb.”
She He added, “They had the courage to take the power of emotions. I got goosebumps.”
What did you think of Eastwood’s Chrysler ad? Watch it below, then vote in our poll.
Video: Super Bowl 2012 ads.