Here’s a new twist on creative: The latest TV spot in Chrysler’s “Imported from Detroit” campaign, via Wieden+Kennedy Portland, opens with Muddy Waters singing “Mannish Boy.” As the song continues in the background, a voiceover recites Edgar A. Guest’s “See It Through” poem as a Chrysler 300 drives through Detroit-area neighborhoods past the people and faces proudly calling Detroit home, including Detroit Lions defensive back Ndamukong Suh standing in front of his 300. It ends with “The New Chrysler 300. More Than Just Our Flagship” and an “Imported from Detroit” title card.
The TV and print creative showcases Detroit and Chrysler’s resolve to ‘See It Through’ the rough times and celebrate a comeback. The TV ad airs nationally Thanksgiving Day during Lions-Packers game on FOX and again features metro Detroit neighborhoods and people, via the “Imported from Detroit’ messaging.
The spot made its digital debut 11/21, embedded in a Chrysler ad on the USAToday.com homepage. Additional elements include a 11/23 USA Today newspaper cover wrap featuring Suh and his Chrysler 300, and a Friday, 11/25 two-page USA Today print spread featuring the poem, the 2012 Chrysler 300, and images of the Detroit neighborhoods and people in the TV spot.
Guest’s poem is also featured on Chrysler’s Facebook page and in a print ads launching Thanksgiving week. The 60-second television spot weaves the luxury, craftsmanship and best-in-class capabilities of the 2012 Chrysler 300 with the hard-working spirit and toughness of the people of Detroit. As the “See It Through” spot proclaims: the new Chrysler 300 is “more than just our flagship” vehicle, it exemplifies the comeback of Detroit and Chrysler.
See the spot here:
See It Through poem excerpts:
When you’re up against a trouble,
Meet it squarely, face to face,
Lift your chin, and set your shoulders,
Plant your feet and take a brace,
When it’s vain to try to dodge it,
Do the best that you can do.
You may fail, but you may conquer –
See It Through!
Even hope may seem but futile,
When with troubles you’re beset,
But remember you are facing
Just what other men have met.
You may fail, but fall still fighting;
Don’t give up, whate’er you do’
Eyes front, head high to the finish.
See It Through!