Chrysler rewrites standard for Super Bowl commercials, #1 for second year in a row

DETROIT (Tell Us USA) - Again, like last year, Chrysler Group LLC aired a commercial titled “It’s Halftime in America” during Super Bowl XLVI. It’s a two-minute tribute to America, that featured actor, director and producer Clint Eastwood as our gristled cheerleader. It’s a great speech with even better delivery, and the closing lines at the end are inspiring as the year before.

Chrysler did not release teasers of the ad this year, so viewers had no idea what to expect from the automaker. The company raised eyebrows prior to last year’s big game when word got out that it planned to run a 2-minute ad, which seemed too long and like too big a gamble.

But last year’s spot, “Imported from Detroit,” starring rapper Eminem, was a huge hit for Chrysler and became part of its comeback story in 2011.

The latest commercial, which aired just before the second half began, is all about a national comebacks. Eastwood, famous for drawing parallels those that have to come from behind in the second half and people struggling in hard economic times.

“People are out of work and they’re hurting. And they’re all wondering what they’re going to do to make a comeback. And we’re all scared, because this isn’t a game,” he says.

In the end, he says, the growing strength of Detroit, which seemed near defeat a few years ago, reflects that of the nation.

“This country can’t be knocked out with one punch,” Eastwood says. “We get right back up again and when we do the world is going to hear the roar of our engines.”

The spot may have special resonance in an election year where the economy and job growth are key themes of Republican criticisms of President Barack Obama.

“If it wasn't for the bailout packages, Chrysler and GM would probably not be around,” Jesse Toprak, a Santa Monica, California-based analyst at TrueCar.com, said in an interview. “Now they're adding capacity to plants, adding more production, and the best-case scenario has come to fruition. This was a commercial to remind people what has happened.”

"That one important day each year gives advertisers their shot to make an impression on an estimated 150 million viewers, bringing out the best of what advertising departments have to offer," said MSU advertising professor Bob Kolt, who likened the event to the Oscars in the movie industry.

The ad made no mention of Chrysler aside from a few images of cars and light trucks being built and the company's brand logos in the closing shot.