"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. It was created by
Wieden + Kennedy 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
The automotive industry in the United States began in the 1890s and, as a result of the size of the domestic market and the use of mass production, rapidly evolved into the largest in the world. The United States was the first country in the w ...
.
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