Michael: For better or worse, here goes nothing.
I was practically vilified during this week’s special Super Bowl edition of CommercialClack for not including the Chrysler / Clint Eastwood “It’s Halftime In America” ad. Somehow, in the course of not only not mentioning it but not including it in the accompanying poll on the post, I was lambasted. The hate was so hot I felt it coming out my computer screen.
So … I thought it might be a good idea to give the ad its due all by its lonesome. It was a hot ticket then earlier in the week … and still is. Add to it the fact it’s become politicized up the wazoo by various groups, etc. and you have one hot topic. Here’s the ad:
Michael: Between Chrysler’s defense of the ad, Obama’s camp touting it as the best thing that could have been put out there since sliced bread, the accusations of corporate advertising being paid for with our hard-earned tax dollars and more, well … no wonder everyone’s talking about it. (Leave it out of a poll, however, and watch how quickly you become unAmerican.)
Tara: Both of us messed up by not including it. I’ll take half the heat. Geez, I’m even from Detroit and dropped the ball! In my defense, I missed some of halftime due to feeding the small flock at my house. But, no excuse.
From what I’ve garnered, both political parties are skewing this ad in their own favor. And while Chrysler denies they intended any overtones whatsoever? I can see how in the nasty environment of Washington these days, that this whole brouhaha has occurred.
When I saw the commercial in its entirety, my first thought was that it represented the truth of what’s going on in my city as well as the heart of the people here. I thought the writing was terrific and the message positive while still acknowledging that there’s tons more that needs to happen in Detroit (and this country) until we’re all back up to snuff. It was inspiring and hopeful. It was on the same track as last year’s wildly popular Eminem ad. (Although I must say, that one is still my favorite of the two.)
The politicians jumping on board with it to highlight their own agendas wasn’t surprising to me in the least. As I’ve said? Par for the course in this campaign year.
Michael: I find Rove’s comments in the article I linked above pretty funny, especially his use of “minions” in the text. Like it wasn’t a given someone was going to jump on that little tidbit. And then the accusations begin piling up. Geez. It just never ends, does it? (Yes … I used “never”.) On the one hand, it seems certain individuals or parties or interests can’t let sleeping dogs lie. But, on the other, when there is special interest involved, it either has to be grandstanded or waved in someone’s face. It’s one of the reasons I can’t stand politics and usually don’t discuss it. Little good comes from such conversation.
What I want to know is this: Why was it the “best” Super Bowl Commercial out there? Because I’m going to come right out and say it: It wasn’t. What it was was a commercial that struck a chord across America. Or touched a nerve. And in so omitting it from our earlier post, it inflamed a few readers out there … for whatever reason.
I’m asking anyone out there to explain why they think this was the best commercial of the bunch on Super Bowl Sunday. Stirring controversy with content or giving someone a warm fuzzy does not necessarily a “best” commercial make. If something pulls at your heartstrings, does that make it the best? If something pisses you off or is the most controversial of the bunch for example, does that make it the best? If any of these reasons are the basis for this ad being superior to the others, that’s pretty subjective … as are all “bests” out there. I think this commercial simply played to a lot of folk’s emotions … and emotion was the element used to qualify it as the “best” one.
Tara: I’m not really sure I’m following you here, and maybe I’m not the only one. If an ad strikes a chord and gets everyone talking? Then why wouldn’t it qualitfy as the best commercial offering of the Super Bowl? Did you not think it “best” because of literal elements of production? Was the direction faulty to you? The script? Did you hate Clint’s shoes?
I see your point about clarifying something as “the best” being a subjective term. But sometimes, people use it to simply express how strongly something effected them. As in … “That Clint Eastwood Super Bowl Ad was just the best!”
Anyway, let’s see what our loyal seventeen readers think. Sound off people! Now’s your chance …
Clacked by Tara Shrodes
on Feb 10, 2012 @ 13:00 EST5EDT
Two thoughts:
First, the ad didn’t make me want to run out and buy Chrysler or GM, only American car I’ll consider buying is a Ford. Those guys didn’t take public money or leave the huddled masses living off their dividends totally disenfranchised and broke.
Second, is Tom Brady an elephant or donkey?
I tend to avoid the whole Super Bowl hoopla, especially the commercials–I routinely FF through commercials on the rare occasions I watch TV. So I hadn’t seen this one, and I had managed to be blissfully unaware of it until Michael threatened to have Clint come over and kick my butt unless I commented here. So here’s my take on it. It plays into those “patriotic” feelings we all have–my country, right or wrong, but still my country; wave the flag and feel better. I can see why the politicians are embracing it, and I guess Chrysler was pretty tasteful in the way they used their brand in it. But did it move me or inspire me? Nah.
*POST AUTHOR*
mehitabel while I don’t think you’re alone in fast forwarding through commercials when watching your dvr, did you know there’s been some recent studies that show a lot of folks actually let them play? It seems (and I’m definietly among this group) that it’s so frustrating for people to miss the first few seconds of the resumed show that they’re watching after flying through the ads? (Thereby having to rewind and then play or fastforward yet again…) That’s it’s just easier to let them roll.
I wouldn’t know this if my sister didn’t work in advertising.
Was it the best? Well, for me it was the most memorable and the one that stole my attention from the hot wings. Not gonna lie, I thought all the “funny” commercials were lame, and too many relied on overused gimmicks (animals!). This one was a breath of fresh air by comparison – no forced manic energy, no desperate attempts to make us laugh. It’s subdued, measured, introspective; it relies on Clint’s nuanced narration and simple, poignant imagery to tell America’s (and Detroit’s) story, somber and hopeful by turn. I particularly appreciate how the halftime/comeback metaphor is not just dropped in – it’s completely woven into the narration, which makes the ad pitch perfect for the Super Bowl halftime. On top of all this, I love the “Imported from Detroit” campaign in general. I wouldn’t presume to call this the best Super Bowl ad, but it made the biggest and best impression on me.
and on a semi but un-related note..I found myself whistling the theme to the Good, the Bad and the Ugly the other day…catchy tune..really..it is..as for the commercial? don’t care…i know i’m in the minority, but I’m one of the few that still watches the Super Bowl..primarily just to watch the game..the half time shows have consistently sucked ass over the course of the last decade or two…alas, I had hoped that maybe Madonna would let slip with a little nip action…but nope..nada…zilch
Yeah, I usually tear up at any heartfelt, patriotic stuff, but this failed to move me. The script itself was fairly pedestrian, without any memorable phrasing. I’m not even sure if Eastwood was the right voice for the words and images, because there was no softer emotion there.
I didn’t think the “it’s only halftime” stuff was politically motivated (that’ll be the movies that come out in late October; dunno if the bin Laden assassination adaptation is still being fast-tracked for that), but I don’t understand it. Sports movies have taught me that the coach berates his team in the locker room at halftime, but they still get pounded in the third quarter. It’s only at the end when the love interest/old quarterback/formerly bitter rivals show up that the team pulls it together and the game turns around.
The ad was workmanlike, but hardly the best of the bunch. It wasn’t at all novel, nor was it particularly well-executed for the cliché that it was.