Chrysler doesn’t always hit the mark with their Super Bowl Commercials (like Clint Eastwood’s polarizing 2012 spot, Halftime in America), but more often than not they tie well to the spot in history when they launched. Consider these:
1969 CHRYSLER SCUBA DIVER
Analysis
It’s possible Don Draper saw Man of La Mancha on Broadway, while Peggy was binge watching Jacques Cousteau when the idea was born. So they Frankensteined it, got a few weeks at Shutters and a spot that will live forever on YouTube.
Sign of the Times
With America entangled in Vietnam, racial and class struggles, this ad provided some escapism with the Possible Dream theme and a siren-like jingle you just don’t hear these days.
1979 NEIL ARMSTRONG CHRYSLER ENGINEERING
Analysis
Chrysler goes for the high Q Score with this American hero and sacrifices production value for the engineering message. We do learn Chrysler had something to do with the space program and the message has shifted from affordable luxury to the awesome capability of front wheel drive and aerodynamic designs (though it looks like the grill at the :36 second mark could stop a hurricane).
Sign of the Times
With Jimmy Carter speaking on America’s Crisis of Confidence, Chrysler struts it’s engineering muscle.
1983 RICARDO MONTALBAN NEW YORKER
Analysis
The spot focuses squarely on the theme of advancement, complete with Ricardo bursting through the Chrysler logo onto a futuristic set, a talking car and the features of the New Yorker. Spoiler Alert: those waiting for the words “Rich Corinthian Leather”, prepare your sad face emoticons.
Sign of the Times
In the era of Star Wars, this advanced car technology was presented like a star fighter.
1990 LEE IACOCCA REBATE
Analysis
If you substituted Martin Mull for Lee Iacocca, and threw up an American flag backdrop, the tone is a perfect match to the Schooner Tuna spot in 1983’s Mr. Mom. The guaranteed rebate comes with a strangely passive aggressive “maybe it’s our fault for inventing rebates” quote.
Sign of the Times
With America falling into a deep recession, Chrysler offers guaranteed rebates, driver’s side airbags and public commiseration.
2011 EMINEM IMPORTED FROM DETROIT
Analysis
Widely and rightly recognized as one of the greatest Super Bowl commercials ever, it celebrates Detroit in a Rocky-esque tour de force, perfectly captures the sentiment in its tagline and helped spur a 50% sales increase for Chrysler over the next few years.
Sign of the Times
With an ever increasing movement towards rebuilding America’s urban centers, Imported from Detroit buoys American pride.
