Chrysler's Eminem Superbowl commercial uses archetypal power

Chrysler's Superbowl commercial 'Imported From Detroit' featuring Eminem is much talked about. Rightly so. It's also as much about branding Detroit as it is about the new Chrysler 200. What makes the commercial powerful and spinechilling is the use of archetypes. It's the story of the Hero standing up after countless blows and persevering, despite a sea of troubles.

Some compare the Imported from Detroit commercial to Batman - the black avenger driving in to save Gotham City. Others say it reminds them of Rocky. All acknowledge its power. A voice over recounts the many blows that Detroit has had to suffer and the pride the city has in its mastery of carmaking. Then, Eminem drives the new Chrysler into the city centre and ends up with a gospel choir in a theatre, expressing pride, faith and hope for the future.

Observe the use of the colour red (the Hero colour) in the commercial, which is originally called Born of Fire. Listen tot the staccato beats (Hero music). The commercial also uses the 4 levels of the Hero story.

The Call: a challenge beckons. Detroit needs you to help defend the city.

Level One: the development of competence and mastery, expressed through achievement. The voice over claims the mastery of Detroit in making great cars.

Level Two: doing your duty for your community. Eminem drives into the city, ready to fight for it.

Level Three: using your strength and courage for something that makes a difference to the world. Eminem joins powers with hope and faith, expressed in the gospel choir. He points his finger at you: "This is the motor city. And this is what we do." Make no mistake, we know what we stand for and will fight for it.

The Chrysler commercial makes use of the Hero archetype, powerfully and consciously. The Hero and also the Explorer archetypes have been used for cars for a long time, but Chrysler makes a difference in addressing all 4 levels. If they want to go on making this difference, Chrysler should stick to the archetype - which they appear to do, judging from their Imported from Detroit merchandise. If you want to order an Imported from Detroit T-shirt, the site says: Can you prove it? Do you have the guts to wear it? Very powerfukl stuff indeed

Citybranding: Eminem en Chrysler in Detroit

De speciale Superbowl commercial die Chrysler voor zijn Chrysler 200 maakte is een geweldig stuk citybranding voor Detroit. Geen flashy filmpje op 5th Avenue of een glossy rit langs Sunset Boulevard, maar Detroit wordt hier opgevoerd als decor. In het meest donkere uur van de veelgeplaagde stad, rijdt Eminem binnen als de Dark Knight die trots en geloof terugbrengt naar Gotham City. Gewaagd en veel besproken, maar ook meer dan 6 miljoen keer bekeken op You Tube. Zie hoe de rit eindigt bij een gospelkoor: de ziel van Detroit. http://www.youtube.com/watch?v=SKL254Y_jtc

Creative Detroit

Small creative businesses are budding in Detroit. Recession, empty spaces and nothing to lose make a lot of people creative in former Motown. An interesting article in The New Yor Times. This is both about new business concepts and community building

http://www.nytimes.com/2010/01/10/us/10startup.html?src=twt&twt=nytimes

Suburban Wasteland

The economic crisis is turning some American cities into ghosttowns. Really. Cities like Detroit have enough empty lots to fill the city of San Francisco. In between acres and acres of complete emptiness, some communities still function. Cities like Flint are even turning abanboned parts back into farmland. Meanwhile crowds have left the city and travelled far out into suburbia , areas without even transport or connections.

http://www.dailykos.com/storyonly/2009/4/5/716761/-Im-old-enough-to-remember-their-lies#

http://www.post-gazette.com/pg/09095/960370-109.stm