Super Bowl 2011: Eminem's Chrysler Commercial Among 10 Best Ads
Marshall Mathers, Detroit born and bred, was not the person who most thought would be the talk of the Super Bowl commercials in 2011. In past years, it has been novelty celebrities, such as Betty White and Abe Vigoda, who have been talked about the most.
However, Eminem, who rarely makes commercials (as he notes in his first of two during Super Bowl XLV), was in both a Brisk Iced Tea commercial during the first quarter and Chrysler commercial during the third quarter. It was this Chrysler commercial that has everyone talking, as it was powerful and poignant.
Without further ado, here are the ten best commercials from Super Bowl XLV.
10. Audi: Release The Hounds
While more of an "upper class" commercial, Audi used a good mix of humor, product placement, and celebrity in their ad, which aired early in the first quarter.
Two rich guys are breaking out of a luxury jail, one gets in a Mercedes Benz (it's a trap!) and the other drives away in a new Audi. Special surprise guest Kenny G is used as a distraction method by the prison.
Rating: 5 out of 10
9. Dorito: The Best Part
Also aired in the first quarter, this commercial provided a quick laugh. Doritos has recently been on their commercial. Part of Frito Lay's "Crash the Super Bowl" contest, this commercial has guys working in an office, with one eating a bag of Doritos.
The other guys decides to lick his fingers, as he left "the best part" of the Doritos. Stupid, but clever, especially considering the amount of chips that are eaten during the Super Bowl every year.
Rating: 5.5 out of 10
8. Kia Optima: One Epic Ride
This was a great commercial, as it shows how sought after the new Kia Optima will be. Cops, billionaires on yachts, Poseidon, aliens, and the Mayans all try and get their hands on this new car.
While Kia is not considered a luxury car, this Optima commercial is their attempt to provide a sought after luxury car, all for under $19,000
Rating: 6.5 out of 10
7. CareerBuilder.com: Parking Lot
And, they're back! The Careerbuilder.com chimps make another appearance at the Super Bowl, this time out of the office. They pull up next to one of their co-workers, a human, and jam him in. Then, another chimp drives up and clips the other side of his car.
Careerbuilder.com does a good and humorous job at showing how upsetting a bad job could be.
Rating: 7 out of 10
6. Best Buy: Ozzy Osbourne and Justin Bieber
Can you imagine how much Justin Bieber got paid to be in this thirty second commercial? Forget Ozzy and Sharon, Justin Bieber is clearly the "it" celebrity right now (to the chagrin of many fans of the music business).
This commercial plays on that same idea. While Ozzy is there to introduce the 4G phone, technology moves past him and Bieber is there to introduce the new models. He even is able to poke fun at himself towards the end, saying a Bieber "kinda looks like a girl" while dressed up as a bearded man.
Rating: 7.5 out of 10 (extra half star if you are a girl under the age of fourteen)
5. Bud Light: Dog Sitter
It was only a matter of time before Bud Light made it onto this list. With numerous ads throughout the entire game, this one stands out as their best. While on thirty seconds long, Bud Light does it again with a funny spoof of a dog sitter watching the dogs.
The funny twist at the end was the play on the famous "Dogs Playing Poker" painting, as the dogs are all sitting around playing poker and the dog sitter is cleaning up after them.
Rating: 8 out of 10
4. Doritos: House Sitting
Doritos might have emerged the overall winner of the Super Bowl ads of 2011, with two of their three ads making it onto this list. This house sitter has to watch the house for a few days, but forgets to feed the fish and water the plants.
He feeds them both Doritos, miraculously bringing them back to life. However, he knocks over an urn with ashes in it. When his friend returns, his formerly deceased Grandpa is sitting on the couch, eating Doritos.
Doritos did a great job at getting quick laughs out of their thirty second advertisements.
Rating: 8 out of 10
3. Bridgestone: Beaver
Bridgestone has done a good job recently of making their commercials both memorable and comical. This year, a man is able to save a beaver's life by stopping short, thanks to his Bridgestone tires.
Six months later, the beaver saves his life, as it chops down a tree in order to prevent the man from driving into the river.
The man obviously had good karma, thanks to his Bridgestone tires.
Rating: 8.5 out of 10
2. Volkswagen: Darth Vader Kid
Although this commercial had leaked a few days prior to the big game, it already has over sixteen million views on YouTube. Volkswagen hit the jackpot with their commercial this year, as it was both cute and funny.
The happiness that the kid has that the force finally works for him, played off by his father pressing the remote start button is a great way to end the commercial.
It will be interesting to see the sales numbers on the new Passat, as this commercial has done nothing but help the brand.
Rating: 9.5 out of 10
1. Chrysler: Imported From Detroit
After first seeing this commercial, I was urged to rewind it multiple times. Upon re-watching it alone, chills ran up my spine. Living so close to Detroit, I hear almost daily about the struggles the Motor City is going through.
It starts off with images of smokestacks and abandoned buildings in Detroit, but then takes a turn. The line "it takes the hottest fires to make the hardest steel" could be used as a rallying cry for all citizens of Detroit, as this city has gone "to hell and back."
The first few chords of Eminem's hit "Lose Yourself" start playing under the narration, and the narrator starts to dispel the rumors about Detroit, saying that although it is America, it isn't New York City, or Chicago, or San Francisco. Detroit is its own city, with its own industry, and its own history.
When Eminem pulls up to the famous Fox Theater in the heart of Detroit, with a choir singing in the background, he simply says "this is the Motor City, and this is what we do."
Boom. With eleven words, Eminem left the greatest impact on the Super Bowl, outside of the Packers and Steelers. Look for Detroit, let alone Chrysler, to use this commercial as a rallying cry as it builds its way back up.
Rating: 10 out of 10