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Born of Fire

Download WEB 480×360 px HQ coming soon
Industry: Automotive & Services
Media:TV & Cinema
Market:United States
Style: Minimalism
visual contents
Chief Creative Officer:
Executive Creative Director:
Creative Director:
Art Director:
Advertiser's Supervisor:
Account Manager:
Production Company:
Sound Design:
Other credit:Arrangement: Luis Resto
Music: Artist/Title: Que Chevere Music/Sync2picture/Shady Records
Post Production: Method (Vfx)/A52 (Titles/Graphics)/Eleven (Mix Company)
Other Credits: Robert Owens (Vfx Executive Producer)/Claus Hansen (Flame Artist)/Ashley Zastrow (Vfx Producer)
Brief Explanation:
Of the big three American car companies, Chrysler was in the most danger of failing. Had there not been a last-minute vote of confidence from the U.S. Government, they would not exist. This was public knowledge, debated throughout the country—should we have loaned Chrysler the money? When it came time to introduce a new product, we had a car to sell and also had to win back America's confidence. To do this, we took the unlikely position of embracing Chrysler’s Detroit heritage when every other American car company was distancing themselves from the city. We created a 2-minute homage to Detroit, a city primed for a comeback, and ran the spot only once, on Super Bowl Sunday.

Brief Explanation:
This spot is a love letter to the city of Detroit—an acknowledgment that the city has experienced tough times, and that it is primed for a comeback. The script, while recognizing the difficulties the city has been through, reflects pride in what Detroit is capable of and emphasizes the greatness this city has in its DNA. Visually, the spot is set up like a driving tour of the city, highlighting its landmarks and its people. At the end of the spot, it is revealed that the driver/guide of this tour is Eminem. We follow Eminem inside the Fox Theatre, one of Detroit’s most celebrated landmarks, and witness an inspirational moment in which Eminem encounters a choir rehearsing a version of his song “Lose Yourself.” We felt Eminem was the perfect person to lead us on this tour because he (like Chrysler) is a Detroit native who has experienced huge success, suffered setbacks and returned stronger than ever. At the end of the spot we reveal the new Chrysler tagline: Imported from Detroit. It leads you to believe that what is being created in Detroit right now will not only be revered by the city itself, but by the entire world.
Cannes Lions International Festival of Creativity 2011
Gold Film
Product & Service
Cannes Lions International Festival of Creativity 2011
Gold Film Craft
Film Craft Direction
Cannes Lions International Festival of Creativity 2011
Gold Film Craft
Film Craft Script
Cannes Lions International Festival of Creativity 2011
Gold Film Craft
Film Craft Best Use of Music
Cannes Lions International Festival of Creativity 2011
Bronze Film Craft
Film Craft
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