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).∗
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.