"Born of Fire", also known as "Imported from Detroit", is the television commercial that introduced the Chrysler 200 to the public. The commercial ran for the first time during Super Bowl XLV, and, at two minutes long, it is one of the longest commercials ever shown on such event. The commercial tells the contemporary history of the city of Detroit, through the use of narrative (provided by Rockford, Michigan resident Kevin Yon) 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 rapper

Eminem Marshall Bruce Mathers III (born October 17, 1972), known professionally as Eminem (; often stylized as EMINƎM), is an American rapper and record producer. He is credited with popularizing hip hop in middle America and is critically acclai ...

, who is from the Detroit area, drives the Chrysler 200 through the city to the Fox Theatre, passing by several neighborhoods and landmarks. Upon arriving, he walks inside the theater to the stage, where the Selected of God choir 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 additional

source music Diegetic music or source music is music in a drama (e.g., film or video game) that is part of the fictional setting and so, presumably, is heard by the characters. The term refers to diegesis, a style of storytelling. The opposite of source mu ...

. It was created by

Wieden + Kennedy Wieden+Kennedy (W+K; earlier styled ''Wieden & Kennedy'') is an American independent global advertising agency best known for its work for Nike. Founded by Dan Wieden and David Kennedy, and headquartered in Portland, Oregon, it is one of the la ...

and has been voted by the public and the media as one of the greatest commercials of all time. Its airing is credited with revitalizing the image of Detroit, Chrysler, and the American automotive industry.

References

External links

"Born of Fire" on YouTube
{{Super Bowl commercials 2011 in American television Chrysler Super Bowl commercials Eminem American television commercials American advertising slogans 2011 introductions