I’d be remiss if I didn’t at least acknowledge one of the commercials on the Super Bowl last night; one which has been garnering a fair amount of press today.
I am referring to Chrysler’s two minute long epic which was nominally teasing the launch of their Sebring replacement, the Chrysler 200. However the real purpose of the commercial was to serve as both a tribute for Detroit and Chrysler, a requiem for its past but also a pronouncement of its impending rebirth.
The most expensive single ad buy in television history, costing the company nearly $9 million and requiring permission from the NFL to extend its standard commercial break an extra 30 seconds, “Born of Fire” is a haunting lament that you feel cutting deep. Art succeeds when it stirs the soul.