Motor City Rebound

The auto industry and the city of Detroit have seen a rebound in sales after one particular ad campaign from earlier this year.

There have been a significant number of changes to the discourse over the past decade. Healthy eating initiatives, societies of concerned parents and countless norms in society have altered with the changing concerns of the people. Yet there is still one larger crisis that has caused a discourse shift across the globe, but has hit exceptionally hard in America. The recent recession that has destroyed the United States economy has left families crippled, strapped for cash and unable to afford their daily necessities. It is no wonder that American businesses have also hit all-time lows thanks to the economic struggles of the nation. One of the hardest hit industries during this crisis was the auto industry, struggling to make sales in a time when very few could afford new vehicles.

Bailouts came from the government to keep large auto companies a float, but that would only buy little time. Something needed to be done to accommodate this discourse shift, bringing in the American people to purchase a new vehicle in a time when cash should be spent elsewhere. With major cuts, including massive layoffs, how could the auto industry advertise effectively to appeal to the discourse? Chrysler took a gamble, putting a two minute ad into the Super Bowl.

This ad reached America’s largest television audience of the year, as well as over 15 million others on YouTube alone, going viral instantly. Chrysler effectively put together a smart campaign to reach out to those struggling in the tough economy, and did so emphasizing American values. Theresa Howard quotes Burger King's chief marketing officer, Russ Klein, saying, "People have grown increasingly skeptical of packaged, canned, Madison Avenue-speak." Chrysler clearly states in this ad that they are not New York City, Sin City, or the Windy City, moving away from the glamour of the bright lights. Rather, the narrator describes Detroit as a hard working, middle class city that has gone to hell and come back, just as many Americans have. The ad works extremely well to reach a target audience of working class Americans, between the ages of 18-45. This is ultimately the audience watching the ad during the Super Bowl, and also the audience that Chrysler sees being hit the hardest during the recession. They also have rapper Eminem appear, making a connection with the audience, as he is widely known in that age range, as are his struggles from growing up in Detroit to becoming one of the largest musical sensations of the last decade.

Looking at Tom Himpe’s 4 main factors of viral marketing, Chrysler hits each perfectly to come off as a huge success, sending their campaign viral overnight. The first factor, proximity, deals with the brand exclusively reaching out directly to the consumer, creating a personal feel for the consumer. Chrysler does this by advertising during the largest television audience of the year, effectively reaching their audience. While Himpe calls this “infiltration,” Chrysler is still respectful to keep a safe distance from the audience, and not getting into the consumer’s face. The second factor deals with exclusivity. While the Super Bowl may seem like the worst time to advertise, as many competitors and companies are doing the same, the hefty price tag signifies an elite and reputable class of companies that are able to afford the 2.5 million dollar 30 second spot. Chrysler asserts its power by purchasing a two minute slot, showing their elite status among other auto companies. The third factor is invisibility, which makes the ad seem like it is not an ad at all. Chrysler again does this extremely well, as the ad focuses more on the challenges the Motor City has overcome during this economic crisis. There is no pressure telling the audience to buy now. Lastly, Himpe explains that the ad needs unpredictability. To achieve this, the brand needs to fit the consumer, not the other way around. Chrysler defines itself in the commercial as an American company that has gone through the same economic hardships as the people they are targeting. As Chrysler effectively meets all 4 factors, their campaign reaches viral status, promoting their product internationally.

This ad campaign put on by Chrysler, “Imported from Detroit,” was a major success, coming away with North America’s top advertising award in 2012. Chrysler has identified their brand with hard working Americans over coming the hardships of economic turmoil. As the brand wins over the consumer, the consumer feels like a gladiator defeating the recession with the purchase of a Chrysler. By driving a Chrysler 200, the consumer lets the world know they have battled through hell as an American, but they have beat the odds.

As Derrida states that our identity is created by the advertising that surrounds us, it must be understood that advertising is created by the shifts in discourse and cultural behaviour. Chrysler bounced back in sales after releasing this campaign, showing that they have effectively adapted to the discourse shift.