By: Catie Ruschak

One of the best-received ads on Super Bowl Sunday was Chrysler’s anthem for Detroit, which featured rapper Eminem and stood up for the downfallen city. Not only did Chrysler make a stand for their own cars, they subtly made a stand for all American car companies. As the commercial boldly states, Detroit is “the Motor City.”

For years American car companies have battled oversea automakers, losing out in sales and falling behind in reputation in terms of quality and safety. Most American auto brands have always prided themselves on being American, which became their downfall when driving American lost its credibility. Japanese brands in particular were reputed for stellar quality and high safety ratings. That came crashing down a bit with the Toyota braking scandal last year.

But Toyota is trying to fight back, launching a new campaign just a few weeks after Chrysler’s explosive Super Bowl appearance. “#1 for a reason” is Toyota’s new slogan, reminding everyone that despite shortcomings Toyota is the highest-selling car company in the US.

It looks like another war is ahead, and it will be interesting to see if any other brands follow suit and revamp with new campaigns. Volkswagen has already begun to launch the campaign for the new, sleek-designed Beetle. As for Toyota and Chrysler, it seems both are stepping up their game, but only time and sales will tell who will come out the victor.


Written by Ad Buzz

The American Advertising Federation Illinois Chapter brings to you Ad Buzz, a blog dedicated to all things advertising related, from our favorite campaigns to trends going on in the industry.

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