Chrysler and Eminem

In an edgy advertisement dripping in all things Detroit, Chrysler Group LLC will use hip-hop artist Eminem and the Motor City to promote its new Chrysler 200 in a two-minute spot to be aired during the third quarter of the Super Bowl today.
The spot starts out challenging Detroit’s stereotypes. A smattering of industrial images such a smokestacks, steam, and a shot of an Interstate 75 sign flash across the screen while the narrator says: “I got a question for you, what does this city know about luxury? What does a town that has been to hell and back know about the finer things of life?”
More Detroit images spin across the screen – Compuware Corp.’s downtown headquarters and a close up shot of the Joe Louis fist statue – the narrator says it’s “the hottest fires that makes the strongest steel.”
Cut to Eminem’s tattooed wrist as he steers a Chrysler 200 while the singer’s “Lose Yourself” begins to play in the background. The music swells as Eminem exits the 200 and walks into Detroit’s historic Fox Theater under its marquee which reads: “Keep Detroit Beautiful.”