Clint Eastwood and Sergio Marchionne. Not, at first glance, an obvious pairing. But the two gentlemen combined for an unlikely branding value over the weekend.
Eastwood's evocative "Halftime in America" spot on the Super Bowl lit up the Internet just a day after Chrysler CEO Marchionne told America's car dealers that Chrysler and the industry would step up and meet the expected big jump in federal fuel-economy standards for 2025.
Those weekend events were related by an idea: a can-do company.
Eastwood's two-minute commercial never mentioned Chrysler, until the four brand logos showed up at the end. No need to mention Chrysler. After last year's Eminem spot, the whole country knows who owns the sentiments of gritty hard work and rebirth.