Chrysler’s latest line of commercials, have audiences inspired, the most cinematic featuring rapper Eminem pronouncing an optimistic outlook for his home-state. Shots of Detroit landmarks flash by, as we hear a choir singing one of the more famous hits by the aforementioned rapper. Extolling the potential of Detroit is a change for the 8-Mile rapper, once berating the crime element in his earlier work and suggesting that the city be renamed Amityville. But it is not the only change, having once complained of censorship, the artist’s record label has just lost South African rap group, Die Antwoord over requested lyrical and content changes.
The Dodge Dart features another similarly cinematic commercial, inspiring in a very different way, but nonetheless worthwhile. Three times longer than most commercials, numerous effects shots, and creative editing, make those with even a hint of that je ne sais quoi want to push forward in terms of career and goals for life, whereas the Chrysler commercial featured above may inspire viewers to jog, lift weights or rap. These commercials are similar in the idea of coming from nothing.
This is no doubt the fulfillment of Mikhail Bakunin’s famous “Yes, the whole history of humanity, intellectual and moral, political and social, is but a reflection of its economic history.” These commercials very consciously remember the auto crisis, resulting in a death bed resurrection of the Detroit auto industry. Eminem walks into a church.
The slight difference in each commercial, tether together with an optimism that makes us at Prince Frederick Chrysler Jeep and Dodge wonder, whats next?