The commercial for the 2011 200 sedan was created by Chrysler together with advertising company Wideden+Kennedy of Portland, Oregon, and took home four “Gold Lions”, for Best Direction, Best Script, Best Use of Music, Best Automotive Commercial and Best Editing, as well as a “Bronze Lion” awarded to the brand for Best Editing.
The two-minute commercial features the Motor City, emphasizing its values, and Detroit-native Eminem with his song “Lose Yourself”. It was also used to introduce the “Imported from Detroit” campaign that will be at the core of the brand’s promotional material and its message that you don't have to buy imported cars to enjoy luxury.
Chrysler has additionally created an “Imported from Detroit” merchandise line that can be found at the company's website, with a portion of the proceeds going to the following four Detroit-based charities:
• The Marshall Mathers Foundation
• Boys & Girls Clubs of Southeastern Michigan
• Habitat for Humanity Detroit
• Think Detroit PAL
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