Eminem News 2014: Chrysler 200 Lives Up to Detroit Rapper's Famous Super Bowl XLV Commercial
Chrysler introduces a completely redesigned 200 at the Detroit part of North American International Auto Show, proving that it is now worth Eminem's Super Bowl commercial back in 2011.
Three years ago, Chrysler aired its acclaimed Super Bowl commercial featuring the Detroit-native rapper behind the wheel along with the tagline "Imported from Detroit," which certainly put a spotlight on the city of Detroit.
"What does this city know about luxury?" the announcer asked in the midst of Eminem's 2011 hit "Lose Yourself" and gritty images of Detroit. "What does a town that's been to hell and back know about the finer things in life?"
The moving ad earned four Gold Lions for Best Directions, Best Use of Music, Best Scripts and Best Automotive Commercial and a Bronze Lion for Best Editing at the Cannes Lions 58th International Festival of Creativity.
According to Chrysler, Eminem's track was chosen for the two-minute commercial because of its international recognition and for the attitudes expressed in the song. The song's theme portrays the attitude of accomplishing "anything we set our mind to and that failure is not an option."
However, the most important thing of all was missing: the best car. Despite the impressive ad, which also intended to show the nation that the company was still alive 18 months after filing for bankruptcy, the 200 ended up being nothing more than just a placeholder.
The North American International Auto Show starts on Monday, Jan. 13, and will feature debuts for some of the auto world's most important models. For the first time in years, Chrysler is fielding a strong contender in mid-sized sedans, and the 200 is likely to be one of the most talked-about debuts for its sophisticated beauty and surprising sumptuous interior.
Chrysler 200 is built on a chassis derived from Alfa Romeo, the premium brand owned by Chrysler parent, Fiat SpA. It features a nice-speed automatic transmission, helping achieve an expected 35 miles per gallon on the highway. The transmission is mated to Chrysler's 2.4-liter four-cylinder or 3.6-liter V6. It also uses an electric rotary dial.
An innovative all-wheel-drive system automatically disconnects the rear axle when not needed for improved fuel economy. The 200 includes more than 60 safety and security features.
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