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 Eminem looks at the camera with a choir standing behind him to speak the final line of the commercial. | |
| Agency | Wieden+Kennedy |
|---|---|
| Client | Chrysler |
| Language | English |
| Running time | 2:02 |
| Product | |
| Release date(s) | February 6, 2011 (2011-02-06) |
| Starring | |
| Country | United States |
"Born of Fire", also known as "Imported from Detroit",[3] is the television commercial that introduced theChrysler 200 to the public. The commercial ran for the first time duringSuper Bowl XLV, and, at two minutes long, it is one of the longest commercials ever shown during a Super Bowl. It was created byWieden + Kennedy and has been voted by the public and the media as one of the greatest commercials of all time.[citation needed]
The commercial tells the contemporary history of the city ofDetroit, through the use of narrative (provided byRockford, Michigan resident Kevin Yon[2]) and crisp images, while juxtaposing both grim and beautiful images of the city and its multi-racial population with the portrayed luxury of the car. American rapperEminem, who is from the Detroit area, drives the Chrysler 200 through the city to theFox Theatre, passing by several neighborhoods and landmarks. Upon arriving, he walks inside the theater to the stage, where the Selected of God choir[1] is singing. Eminem then walks on the stage and says to the camera, "This is the Motor City, and this is what we do." An instrumental version of his song, "Lose Yourself", plays in the background throughout much of the ad, with the aforementioned choir providing additionalsource music.
Its airing is credited with revitalizing the image of Detroit, Chrysler, and theAmerican automotive industry.[citation needed]
