Chrysler Halftime. Last year, Chrysler created a magnificent two-minute ode to Detroit featuring native son Eminem. It really moved me, and I thought it was best-in-show. This time, Chrysler talks about the whole country, using Detroit as an example, and Clint Eastwood tells the story. I have a feeling I’ll be in the minority on this one, but I didn’t love it. The spot starts like a political ad, painting our current state in a very negative light. “We’re all scared because this isn’t a game,” says Clint. (Actually, I’m concerned but not scared.) Somber organ music throughout adds another level of doom. Creatively, I was turned off by the shadowy narrator at the start. That only tells me there will be a surprising reveal at the end. It would have been more surprising — and less tricky — if we simply heard Clint’s voice throughout and then saw him at the end. Last year’s spot was a wonderful tribute to a city in dire need of a positive image. It was effective because it was so authentic. That authenticity isn’t there this time. Maybe it’s because Chrysler is borrowing Clint’s tough-guy image, maybe it’s because the spot is speaking for a whole country and not the city. All that said, I do appreciate Chrysler’s willingness to spend this kind of money to say something important while its competitors are running more conventional spots on the game.
Ken Segall parla, da pubblicitario, degli spot del SuperBowl.
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