Eminem and Chrysler pep talk the hell out of Detroit. Not sure if they're saying "we will survive" or that they're gonna kick my ass if I don't buy something "Imported from Detroit"...

Trivia: This longest super bowl ad to date - a full 2 minutes, making it the longest ad in super bowl ad history. Everything in the ad was shot in Detroit, and even the VO is from Detroit. Eminem passes several Detriot landmarks and enters the Fox Theatre. The name of the commercial is "Born of fire". Car featured: Chrysler 200

Agency: Wieden + Kennedy Portland Client: Chrysler Creative Director: Aaron Allen Agency: Wieden + Kennedy Portland Creative Director: Joe Staples Copywriter: Joe Staples Copywriter: Mark Fitzloff Copywriter: Kevin Jones Copywriter: Greg Rutter Copywriter: Dan Kroeger Art Director: Jimm Lasser Producer: Bob Wendt Executive Creative Director: Mark Fitzloff Executive Creative Director: Susan Hoffman Agency Executive Producer: Ben Grylewicz Production Company: Serial Pictures Director: Samuel Bayer Executive Producer: Violaine Etienne Line Producer: Martha English Director of Photography: Samuel Bayer Editorial Company: Joint Editor: Tommy Harden Post Producer: Jennifer Patterson Post Executive Producer: Patty Brebner VFX Company: Method VFX Executive Producer: Robert Owens Flame Artist: Claus Hansen VFX Producer: Ashley Zastrow Titles/Graphics: A52 Music & Sound Company: Que Chevere Music Music & Sound Company: Sync2Picture Music & Sound Company: Shady Records Composer: Marshall Mathers Composer: Jeff Bass Composer: Luis Resto Composer: Rhys Chatham Sound Designer: Luis Resto Mix Company: Eleven Mixer: Jeff Payne Producer: DJ Fox-Engstrom

about the author

Dabitch Creative Director, CEO, hell-raising sweetheart and editor of Adland. Globetrotting Swede who has lived and worked in New York, London, San Francisco, Amsterdam, Copenhagen and Stockholm.