Monday, February 6, 2012

It's Poetry, America

The best commercial during the Super Bowl didn't advertise a product, but a new way of thinking about America and our future.

Narrated by Clint Eastwood, Chrysler's Super Bowl ad sought to inspire a struggling nation to regroup during this "halftime" in our history and rally for a better America. What made the ad copy sing was written like a poem, instead of traditional advertising copy. Paired with simple images, Chrysler let the words sink in to viewers' minds and soar.

Here's the transcript of this remarkable TV commercial as shared by The Inspiration Room™:
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.
According to The Inspiration Room, "The Halftime in America" ad was developed at Wieden+Kennedy, Portland, by executive creative directors Mark Fitzloff and Susan Hoffman, creative directors Aaron Allen, Micahel Tabtabai and Joe Staples, copywriters Kevin Jones, Smith Henderson and Matthew Dickman, art director Jimm Lasser.

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