Chrysler and Eminem getting together. Two brands, that at first sight, have little in common. One seemingly of the past, the other one who bucks the trend of fashion in favor of his own integrity and sincerity. Have you guessed which is which?
In this videomercial, it would seem that Chrysler is intent on respecting the past of a glorious Detroit, and to help reshape its future. Like all else, the truth will be found under the “hood”.
“Under the hood” for Chrysler will be proven to be worthy of a new branding image, if and only if the delivery of the products meet the new hype of the brand. I think they are onto something by hanging their hat onto Eminem, because he represents a “hood” which is in the process of being reshaped. Just as Detroit has been “taking back its town”, so has it been trying to move forward beyond the past. Shedding former skins is not an easy task, its a lot easier to create a new one. Yet laden with the physical asset realities, they choose instead to help create a new image not only for themselves but for Detroit as a city as well. Great way to gain the empathy and support locally. There will be no shortage of politicians who will jump onto the bandwagon of promoting a new reality for Detroit.
“Under the hood” for Eminem, means cash at first, as well as tagging his name to two worthy causes: rebranding two large icons of past. Its a smart move for him because his “causal image” is uplifted through this type of attachment.
Let’s get one thing though. If this is about the business of rebranding, then what is under the hood will be the final proof, both for Detroit as a city and Chrysler as a company. Kudos to them for trying. I hope they are successful. Have to love that last bit “Imported from Detroit”. Has Michigan become Canada’s 11th province? Cool…now I can get cheaper flights to go see the Lions or Tigers play :)…
Sass