Chrysler Super Bowl Ad Features Clint Eastwood - The Detroit News

Las Vegas— Chrysler Group LLC will unveil a two-minute ad during Sunday's Super Bowl that features Clint Eastwood talking about the challenges the U.S. faces, dealers said today.

Chrysler CEO Sergio Marchionne showed the ad to hundreds of the company's dealers here at the National Automobile Dealers Convention and made a passionate speech, several dealers said.

The ad says the U.S. will continue to face economic challenges. "It's halftime of the game and halftime in America," Eastwood says, according to said Rick Berry, owner of Tate's Auto Center in Arizona. "It isn't so much about products and Chrysler, but it's really about the turning point for America."

The ad features Detroit autoworkers — including workers welding new vehicles — and the panoramic skyline of Detroit. It features firefighters and a family struggling to make ends meet.

"I had tears streaming down my cheeks," said Terry Megee, president of Megee Motors in Delaware. "It's a powerful message."

David Kelleher, a Pennsylvania Chrysler dealer and chairman of Chrysler's national dealer council, said the ad will resonate.

"The ad says, 'Look America, if you're feeling down right now, look where we were - look where Detroit was and look where Chrysler was. Even you told us to go away at one point," Kelleher said. "We fought back and we dusted off and we got help and now we're here."

He said the message to Americans who are hurting or looking for work is simple. "If you're trying to find where you need to go, just use us as an example. Nobody was more dead than we were."

Chrysler nearly collapsed in late 2008 and was rescued as part of a $12.5 billion bailout. After a bankruptcy restructuring, Chrysler is now 58.5 percent owned by Italian automaker Fiat SpA.

Ralph Gillies, president and CEO of the SRT brand and senior vice president of design at Chrysler, said the ad is powerful.

"I want to see what America says. It's a pep talk we kind of need to hear in America," Gillies said. "As a country, we need to galvanize. The only way to help (gross domestic economy) is to start really thinking about what you consume. At the end of the day, that's how economies recover."

The ad credits the U.S. government for saving Chrysler when many thought the company was doomed, Megee said. Tight shots of some car parts are seen along with a Jeep Grand Cherokee.

The ad notes that the United States has faced tough times for the last three years and people are still worried about the direction of the country. Eastwood's message is don't give up, dealers said.

"Detroit was down and out - and it focuses on Detroit as an example of turning things around," Berry said. "Chrysler was counted out and Sergio and his team came in and turned the company around."

Eastwood appears in shadow for most of the ad and then appears on camera at the end.

Marchionne told the dealers the company plans to refresh its Dodge Ram pickup - and will unveil more details at the New York Auto Show. He said he spent the night in Las Vegas just to talk to them.

"It was a reflective speech thanking the dealers for helping us getting through these tough times," Marchionne said. "The future is not letting up. That's the culture inside the company. Don't sit there and pat yourself on the back - get back to work."

BY DAVID SHEPARDSON DETROIT NEWS WASHINGTON BUREAU
dshepardson@detnews.com




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