Chrysler’s “Born of Fire” Super Bowl Ad Grabs Five Awards. Thanks to yes EMINEM!!1
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Subject: Chrysler’s “Born of Fire” Super Bowl Ad Grabs Five Awards. Thanks to yes EMINEM!!1 Wed Jun 29, 2011 1:00 pm
Chrysler took home five awards at the Cannes Lions 58th International Festival of Creativity for its “Born of Fire” commercial featuring Eminem. The two minute long commercial, which debuted Chrysler’s “Imported From Detroit” tagline, took home four Gold Lions and one Bronze Lion. The four Gold Lions were awarded for: Best Direction, Best Use of Music, Best Script and Best Automotive Commercial. The lone Bronze Lion was awarded for Best Editing.
“The Chrysler Brand is humbled to be awarded with such a prestigious honor at the Cannes Lions International Festival of Creativity,” said Olivier Francois, President and CEO – Chrysler Brand and Lead Executive for Marketing, Chrysler Group LLC. “The ‘Born of Fire’ commercial and the ‘Imported from Detroit’ campaign describes the comeback of the Chrysler brand and truly defines American luxury.”
Francois went on to thank “the hard-working and determined employees of Chrysler Group and the people of Detroit who served as the inspiration for this campaign and gave us the backdrop to create something truly amazing.”
Chrysler claims the two-minute Super Bowl spot, which was created in partnership with Portland, Oregon-based advertising agency Wieden+Kennedy, “ignited a spark throughout the United States, as many felt a connection to the attitude and work ethic portrayed in the scenes and narration. The spot reflects where the brand is headed and pays tribute to its industrial roots. While the commercial focused on Detroit, in many ways, it encapsulated the spirit of the country and the comeback of the Chrysler brand and Chrysler Group.”
Detroit-native Eminem and his song “Lose Yourself” were chosen for the commercial because of their international recognition and for the attitudes expressed in the song. The song’s theme portrays the attitude of accomplishing “anything we set our mind to and that failure is not an option.”
The Cannes Lions International Festival of Creativity, based in Cannes, France, judges more than 24,000 entries a year for creativity in communications and advertising media.