SAAD CHEHAB, CEO, Chrysler and Lancia brands, Chrysler Group
Chrysler's 2011 Super Bowl commercial, called "Born of Fire," was a story about the parallels between a downtrodden city and a company that almost didn't survive. It was a story Chehab, now 44, who was head of group advertising at the time of the commercial, was keen to tell. Working with Chrysler brand's agency, Wieden+Kennedy, Chehab and his team came up with a commercial that was a major departure from the cliched image of a car driving down a road. The spot starred Eminem, a Detroit rapper who had been through hard times in his own life and bounced back. The commercial won an Emmy award, and Chrysler 200 sales have exceeded expectations.