It's been a while since I've been gripped by that sick feeling of jealousy in the pit of my stomach. The kind you get when you see a piece of communication that just nails it in every way. The kind that defines a brand brilliantly. The kind that simultaneously defines a generation and a people and a feeling...perfectly. But I got that feeling, in spades, during the Super Bowl watching Chrysler's version of America through the eyes of Detroit.
Funny thing is, Chevy has been trying to find this sweet spot with their "Runs Deep" campaign for a few months now...but they just can't seem to find it.
And here's why:
I'm not sure about you, but looking at the latest Census numbers, or what kind of music sells today, or what TV shows are successful, "old-white-school" doesn't seem such a cool place to be for a brand that's trying to appeal to a new America.
"Hold on," you may argue. "Chevy is tapping into Americana. And Americana is just white, so deal with it!"
And up to the day of the Superbowl, I may have begrudgingly agreed with you. But Chrysler brilliantly proves that Americana CAN be cool, can be relevant, can be urban, young, black, modern and still be profoundly red-blooded American.
So even though my stomach churns with envy, I tip my hat to Chrysler. Your version of this country, this people and your brand inspire me.
2 comments:
what better cross-cultural icon than Eminem. Even though I can't really stand him, I have to applaud the fact that for this spot, he is very, very relevant. He is white, but he is a white person who is not of the "old-white school". He's the embodiment of multiculturalist influence. And the fact that he's from Detroit, well... that's a no brainer.
Agreed on all points jojo. Totally relevant in the most crosscultural of ways. And of course, perfect for Detroit. I know a lot people thought he was shoehorned into the spot...but whatever, it works.
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