June 25, 2011

Rooting for the Chrysler "Born Of Fire" campaign at Cannes

Today is the last day of an inspiring and certainly memorable week at the 2011 Cannes Lions Festival. Later tonight, the final awards. In the Film Automobile category, it seems like everyone I've talked to is expecting VW "Force" - from Deutsche Lons Angeles - to win gold. It is, after all, a beautiful example of storytelling highlighting a cool feature of the new VW Passat. I love it.

However, I'm rooting for the Chrysler "Born of Fire" spot, one of the most talked about campaigns from the Super Bowl XLV. The reason is that marketing an American-made luxury car in a market dominated by European and Japanese imports is a huge challenge. Chrysler and Wieden+Kennedy Portland did a phenomenal job celebrating the Detroit heritage, taking what may seem to many as a liability and converting into a magnificent piece of advertising. The copywriting is just amazing.

I became an "Imported from Detroit" fan.

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