It’s Halftime in America … Why We Love this Commercial

Posted on February 6th, 2012

When it comes to Super Bowl ads there are rarely moments when the entire world is sent a message like this one. Chrysler, in a continuing effort to remake its iconic brand, outdid themselves with their “It’s Halftime in America” commercial.  But why? Why do we love this commercial so much?

The answer is simple. It speaks to us as Americans … it taps into our shared ethos and recognizes the role we play in history.

And if that’s not enough, it uses imagery … rhetorically and visually … to describe what we all feel and what we all understand.  It is the very essence of who we are as a people and as a country.  Well done Chrysler (and I’m assuming Wieden+Kennedy).∗

 

Transcript:

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. When 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.

The Sleeping Lion’s Dream

Posted on August 26th, 2009

While the lion sleeps forevermore, we must endure beyond our grief.  Our resolve must remain steadfast, our gaze focused on the horizon of tomorrow.  Many men and women may never know the full measure of Edward Kennedy’s life.  Many may never know what came before this day.  But we do.  We know that the dream must begin anew.

From this day forth, we must carry his torch.  We must pledge to heed a higher calling.  We must pledge to carry the slumbering lion to the fulfillment of his dream.  We must pledge to remember his spirit in all that we do, all that we say, and all that we cherish.

While today we mourn, tomorrow we start anew.  We start by fulfilling Edward’s dream.  We start by healing the sick, feeding the poor, and reimagining the role we play in our society.  We start by doing the hard things that require our utmost attention, our utmost promise, and our fullest of efforts.  We start by solving the problems we face in America.  We start by remembering why we do what we do.

Our future depends on it.  Our country depends on it.  In the America of tomorrow, we can look back at this day and say this was the moment.  This was the moment when we remembered who we are as Americans.  This was the moment when we stood up to the special interests that shout us down in our town halls.  This was the moment when we said “enough” to the forces that demand our silence.  This was the moment when we let the world hear our lion’s deafening roar.

We will never forget our duty to this country.  We will never relent to the powerful forces that rebuke our efforts.  We will not tire.  We will not falter.  We will succeed in fulfilling Edward Kennedy’s dream.  We will succeed in providing  health care for all.  We will ensure the dream begins anew.∗