Take a look at this ad from the Super Bowl. What did you take from it?

1. It’s halftime in America

2. It's halftime... ‘AN EMOTIONAL LED THEME MADE WITH A TRUE
AMERICAN AMBASSDAOR OF PRIDE.’
This advert caused controversy last year based on two key issues:
Community and Political Endorsement. Chrysler engaged with
leading creative agency Wieden & Kennedy to create a motivational
message to all Americans, to get up and fight again with pride in their
hearts and confidence in their mind.
It was a time when the city of Detroit was given a bailout using
Government funding from the Obama administration to help
struggling firms like Chrysler and General Motors.
It was also a key time when the most watched TV audience would be
judging the performance of the two teams from the first half of the
Super Bowl match and the advert would distill reflection.

3. The strategy had to be simple and clear. America has a long
withstanding link with nationalism and media through movies and
campaigns over time. Inspirationally the Ronald Reagan campaign of
1984, ‘It’s morning in America’, has a huge influence on the strategy.
But this advert has something more and it is only when it is
evaluated that one sees the messages and thought processes.
Keywords like teamwork, community and investment juxtapose
between the imagery. Still the advert had to fulfill its purpose, was it
brand awareness, promotion of product or simply manage public
relations.

4. What is appealing is listening to a respected recognised voice and
watching stills and clips that add power and emotion to the dialogue.
“People are out of work and they're
hurting. And they're all wondering
what they're going to do to make a
comeback. And we're all scared,
because this isn't a game.”
Using a brand ambassador doesn’t always work but the appeal is
that Clint Eastwood has seen a lot and lived a lot in many eras.
“I've seen a lot of tough eras, a lot of
downturns in my life. And, times when
we didn't understand each other”.

6. The design and structure of the creative process is interesting
because there in no mention of the Chrysler brand until the end and
the effect is almost a stance like statement. There are snippets of
product but it becomes allowable because the theme is
motivationally about time.
Creatively, the core process is not in the footage but more in what is
being said. There are many uses of nouns relating to the auto
industry and the game itself that translate to the economic stance
“..win this game “
“How do we come from behind ?”
“…when we do the world is going to hear the
roar of our engines.”

7. To conclude, I like this advertisement whether it has a political
underbelly or not because it is attempting to create inspiration and
evolution. I had to watch it again to agree with my initial thought that
it is about TIME.
Time to engage as a quarterback in the second half, time for America
to stand up and get ‘roaring’ again, time for a great statesman with a
history of political stance but more importantly a lover of cars and
lastly, time for community and support
to work together.
The opening slide I created is to
emphasis the direction and clarity of
the personality of this powerful
campaign.