The Chrysler commercial that played during halftime of the Super Bowl has generated a lot of buzz. Many political pundits on the right are saying that it is an ad that endorses President Obama because it talks about how it’s halftime in the Super Bowl but in the grand scheme of things it’s halftime for America, and we are going to come back strong in the second half. The right wingers are saying that the commercial is trying to say that Obama will lead this country towards greatness if he is reelected, and since this is an election year, we are at the half-time of his eight years in office.
The ad talks about the ways that we are going to recover
from the economic hard times that have befallen this country. Talking about
Detroit and how hard things have been there for the last several years but the
people there have not given up. All the while never actually showing much of
anything that is in Detroit and the ad also starred Clint Eastwood who doesn’t
have anything to do with Detroit. The right also says that the ad is somehow
payback for Obama bailing out the U.S. auto industry.
I would submit to you that this ad is not political, it does
not try to prop up Obama, and it is not a subtle political campaign ad. I say
that the ad is just plain stupid. This ad comes from Chrysler touting the
American spirit and how great that is. Chrysler is owned by Fiat, an Italian
company. Foreign ownership of this once proud American icon is nothing new
however since it was Mercedes Benz from Germany that owned them for 10 years
before Fiat did. This same Chrysler Company is the company that the U.S.
taxpayers lost 1.8 billion dollars of bailout money on when the Federal Government
sold its last remaining shares to Fiat for a big loss.
As with the Chrysler Super Bowl ad from 2011, what makes
them think that showing people and places from the dilapidated, one time
industrial powerhouse of Detroit will make us want to go out and buy one of their
cars. Chrysler lost so much ground by building unreliable cars that Americans
don’t want to buy, and losing market share year in and year out, to the point
that the City of Detroit fell on its face. Are we to believe now that because
Detroit is an economically depressed, and a run-down mess, that this somehow
made them start building good cars? Is this supposed to be the result of
getting bought out and bailed out by the U.S. government and Fiat? Did the government
makes start building good cars, or was it Fiat; maybe it was the rough people
that live in Detroit. Maybe they build good cars now because of the rap star
Eminem. This makes as much sense as ocean front property in North Dakota.
Because Fiat now owns Chrysler they call the shots. Chrysler had already moved a lot of manufacturing to places outside of the U.S. so I think some of that might be to blame for the jobless rate in Detroit. Now with Fiat running the show many new models that are currently planned are actually Fiats that were originally designed for the European market, and are now being adapted to be sold as a Dodge in the U.S. or something like that. I am not saying that this is necessarily a bad thing, it's just disingenuous to act as if Chrysler is there fighting its way back for the sake of the people of the U.S. and the City of Detroit.
The new 2013 Dodge Dart is just an Alfa Romeo Giulietta with different headlights and taillights. |
I am not trying to tear down Chrysler, in fact I hope that
they succeed but this commercial is the biggest non-sequitor that I can
remember in advertising for some time. The thing that makes it even crazier is
that the ad was about two minutes long and it aired during the Super Bowl. The
cost of this ad must have been around 10 million. Maybe they could have used
that 10 million to pay back the taxpayers for the money that was lost in
bailout.
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