Super Bowl Ads

Emotional connection 

among Chysler-Eminem-Detroit-Patriotism

I personally really like the ad, its emotional connection set up by it. It set up a perfect connection among Chrysler-Eminem-Detroit. At the same time, the brand is trying to set another connection between consumers and the brand through patriotism and " never give up" spirit.    

Re the connection among Chrysler-Eminem-Detroit.

 American auto makers had been deemed as losers, especially at the beginning of the financial crisis. However, after the crisis, Detroit auto makers are really getting a comeback. GM and Ford really are really doing good jobs in sales and profits.  Chrysler were trying express " A Comeback". The city and the auto makers in Detroit, that all experienced hard time and suffered, never give up, instead, come back with dignity, pride and strength. The reason they use Eminem is he (like Chrysler) is a Detroit native who has experienced huge success, suffered setbacks and returned stronger than ever. The lyrics to “Lose Yourself” are about that very story. So the pairing of Chrysler and Eminem seemed natural.

Re the second connection between consumers and the brand. 

People, especially Americans, identify themselves with the spirit like " Never Give Up!" and " Fight for your pride and dignity" . Besides, Americans, as the citizens of the NO1 super power, tend to buy the Patriotism.