IT'S HALFTIME IN AMERICA by Wieden + Kennedy Portland for Chrysler

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IT'S HALFTIME IN AMERICA

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Industry Cars
Media Film
Market United States
Agency Wieden + Kennedy Portland
Released June 2012

Awards

Cannes Lions 2012
Film Lions Corporate Image Silver

Credits & Description

Type of entry: Product & Service
Category: Corporate Image
Advertiser: CHRYSLER GROUP
Product/Service: CHRYSLER BRAND
Agency: WIEDEN+KENNEDY Portland, USA
Title: IT'S HALFTIME IN AMERICA
DM/Advertising Agency: WIEDEN+KENNEDY Portland, USA

Brief Explanation
In 2011, Chrysler’s “Born of Fire” commercial introduced the tagline "Imported from Detroit" and talked about the determination of a city most had already written off.
It was a rallying cry for Chrysler, the city of Detroit and the entire American auto industry.
One year later, Chrysler is posting record profits, Detroit’s sports teams are winning again and there is an air of optimism and pride in the Motor City.
But in 2012, this country is divided. We felt that Detroit’s newfound spirit could help show America the way.
With 111,000,000 people watching the Super Bowl halftime show, we took this opportunity to give the nation a halftime speech.
One of optimism, of the opportunity ahead and the greatness we will achieve if we work as one. If we unite the states of America.