SAN FRANCISCO -- Chrysler bought two minutes of commercial time during the Super Bowl to jump-start its advertising campaign -- the first sign that the automaker is getting more aggressive with its marketing spending this year.
The commercial, with Detroit native Eminem driving a black Chrysler 200, was filmed using the city of Detroit as a symbol for the brand's resurrection.
"You can't be out there advertising without product, so we had to choose to do nothing," said Chrysler CEO Sergio Marchionne. "But now that's changing."
Chrysler's team spent six months working on the commercial, and the automaker used citizens of Detroit to tell the story.
In the commercial, Chrysler links the recovery of Detroit with the recovery of the brand. Chrysler also uses a new tag line: "Imported from Detroit."
The Super Bowl was the natural place to launch Chrysler's product push, said Saad Chehab, Chrysler's head of brand communications.
"We waited for a moment like the Super Bowl for big awareness," Chehab said.
The commercial, which was scheduled to air during the third quarter, is the first time an advertiser has purchased two minutes of time during the game.
Thirty-second Super Bowl spots are selling for $3 million. Marchionne wouldn't say how much Chrysler is spending.
Chrysler had to get specific approval from the National Football League for its commercial because most commercial intervals are only 90-seconds long.
Last year Chrysler was the only Detroit automaker to advertise during the Super Bowl, running a 60-second spot for the Dodge brand.
Wieden + Kennedy of Portland, Ore., developed the ad.