In case you missed Chrysler’s Super Bowl television commercial “It’s Halftime America” with Clint Eastwood, it launched a rallying cry for America.
The TV spot, which aired during Superbowl halftime, was a perfect example of using storytelling as a vehicle (no pun intended) to promote a product. In this case, both the Chrysler brand and America.
The commercial immaculately concepted, written, and produced. I especially loved how the creative agency/team used the media placement (and timing) to tie the “halftime” concept into the football game. In fact, I was so captivated by the inspiring story of hope, I completely missed that there were actually seven Chrysler product shots inserted into the commercial (I counted them later) and the first one didn’t appear until 1:05 into the spot.
The commercial was inspiring, empowering, and right on brand. So whether you were rooting for the New York Giants or the New England Patriots, Chrysler’s TV spot came out as a clear winner.
Here’s a transcript of the commercial. A few comments from Twitter can be found below.
TV script for Chrysler’s 2012 Super Bowl ad “It’s Halftime in America”
It’s halftime. Both teams are in their locker room discussing what they can do to win this game in the second half.
It’s halftime in America, too. People are out of work and they’re hurting. And they’re all wondering what they’re going to do to make a comeback. And we’re all scared, because this isn’t a game.
The people of Detroit know a little something about this. They almost lost everything. But we all pulled together, now Motor City is fighting again.
I’ve seen a lot of tough eras, a lot of downturns in my life. And, times when we didn’t understand each other. It seems like we’ve lost our heart at times. The fog of division, discord, and blame made it hard to see what lies ahead.
But after those trials, we all rallied around what was right, and acted as one. Because that’s what we do. We find a way through tough times, and if we can’t find a way, then, we’ll make one.
All that matters now is what’s ahead. How do we come from behind? How do we come together? And, how do we win?
Detroit’s showing us it can be done. And, what’s true about them is true about all of us.
This country can’t be knocked out with one punch. We get right back up again and when we do the world is going to hear the roar of our engines.
Yeah, it’s halftime America. And, our second half is about to begin.
What did you think of Chrysler’s Super Bowl commercial? Love it? Hate it? Was it the best Super Bowl commercial?