Integrity used In Advertising: Imported From Detroit

Using integrity in Advertising

Here is what I love about this commercial; it felt completely and authentically integrious. Now, whether Chrysler, Detroit, Eminem or the auto industry acts with integrity these days or not, I have no idea, but I love the power and emotion of this message. This commercial did a great job of depicting integrity using the elements of story telling, music, and symbolization.  With the feel of un-apologectic struggle, work ethic, and most important, a firm and strong stance on “who we are”, ”where we come from” and “what we do” (as quoted from the commercial) it made us proud to be American. Along with conjuring up those patriotic feelings, it reminded us of the resilience we pride ourselves on, and attempted to make us proud of Detroit, the American auto industry and Chrysler, who just came out of a bankruptcy filing this year.

Here is the link to the commercial – http://www.youtube.com/watch?v=V0HLIvtJRAI

The ad showed Eminem cruising in the new Chrysler 200, taking the audience on a tour of Detroit, and depicting the history, work-ethic, struggle, integrity, and hopefully triumph of Detroit and the american auto industry in a “cold, hard” look sort of way. The instrumental song, “lose yourself” by Eminem is playing in the background, the smashing hit that was the title track to his movie, 8 mile, set in Detroit and gives it a raw, inspired-underdog about to become great, kinda feel.

“When it comes to luxury, it’s as much about where it’s from as who it’s for,” intones the narrator. “Now we’re from America, but this isn’t New York City, or the Windy City…and we’re certainly no one’s Emerald City.” The commercial ends with Eminem walking on a stage filled with a Detroit chorus, at the historic Fox Theatre in Detroit. “This is the Motor City and this is what we do,” Eminem says. The commercial seems to be a huge hit for Chrysler and the reason is due to the fact that is created a dramatic feel of integrity. It used the elements and words “who we are” and “what we do” which is exactly what personal integrity really is, assuming they are both in line with the truth and our values. Also, the component of “where we are from” as quoted from the video, is an essential component of personal integrity because it plays a large of part of who we are, and should be embraced and honored as such. Another element here, and part of the reason the ad works so well and the reason that integrity can be so strongly felt, is because we all know that Detroit and Chrysler have fallen on hard times and in a sense are representative of the entire economy, our country and us. This commercial feels as if Detroit, Chrysler, and the american auto industry for that matter are set to make a big comeback. It feels as if they (and us) are standing up to fight; the old underdog who knows it can win, think Rocky Balboa in the rocky movies.

Bottom Line- When integrity is cleary displayed, it moves and inspires people, even more so when the person or entity has struggled. It makes us want to be integrious, to fight for our cause, to show the world who we are and that we stand for it. Granted, integrity in real life is not so glamorous and poetic, but it can be very powerful. I think we all have something right now in our life that isnt going so well, that others are judging as a lost cause, but nonetheless a cause that we still believe in, and still have the power to make happen. I know this commercial made me think about this project, and how many people do not think it can be done, do not understand it or do not approve of it, probably just because it is un-conventional. And that is fine, I am not concerned with their opinions. What I am concerned about is continuing on with “who I am” and “what we (The integrious project) do”. The Integrious Project, imported from Chicago.