2/2011
[Commentator]
"I got a question for you.
What does this industry know about recovery?
What does a market that’s been to hell and back know about the finer things in Managed Print Services?
I’ll tell you, more than most!
You see, its the hottest fires that make the hardest steel, add hard work and conviction. And the know how that runs generations deep in every last one of us.
That’s who we are. That’s our story.
Now it’s probably not the one you’ve been reading in the trades. The one being written by folks who have never even been in the trenches selling and don’t know what we’re capable of.
Because when it comes to MPS, it’s as much about where it’s from as who it’s for.
Now we’re from the imaging industry – but this isn’t Xerox. Or Ricoh. Or Canon. And we’re certainly no one’s RiKON.
This is the Managed Print Serivices. And this is what we do..."
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It's been in the left corner for a few weeks now. Honestly, I posted it there so I could play it whenever I wanted.
I like it.
Yes, it's a commercial. For a car, no less.
The vehicle was on the drawing boards, 3-5 years past. The campaign ideas, camera angles, story boards and re-writes most likely occurring months ago. Possibly created by a crew of marketing majors who never worked the line, a 12 hour shift, or maybe have never, ever been to the D.
No worries.
The intent is to sell a $20,000.00 automobile manufactured in the Sterling Heights plant, from a company that gave us the
K-Car. The car that rescued Chrysler last time: brainchild of
Lee Iacocca.
No such luck today.
What Iacocca and the US Gov't. saved so many years ago, is no longer.
Today, the third of the "Big Three" is owned by the UAW, the US Gov't and an Italian automaker, Fiat.
It doesn't matter.
Because this commercial is about more than a car, a car company, or even a recovering Rap Star.
Unintended consequences, unforeseen responses, what happens on the Edge, in the margins is what resonates within a nation.
The post Superbowl buzz around Em's two commercial appearances(he did another spot for some iced tea company, in claymation) accelerated after his potent rendition during the Grammy's. "I need a Doctor" anyone?
Sure his personal story is about redemption.
But it isn't about him.
The vehicle looks interesting, but it isn't about the car.
Detroit, looks like...well...Detroit - but it isn't completely about a community eternally on the ropes.
Its about the long gone steel mills of Pittsburgh or Allentown, the lonely hotels in South Beach, the out of work scriptwriters in LA, the soup lines off the Loop, the ID 10-T's in DC, the awe inspiring towers on a half-empty strip in Vegas, its about an industry, country, and global economy that's been to "hell and back..." - its about you and its about me.
And the timing couldn't be better.
When Marshall stands on stage in the Fox Theater, that wonderful choir as a backdrop pointing his finger at the world, declaring, "This is the Motor City, and this is what we do...", it isn't just him out there, its each of us.
And it isn't just the Motor City, its the Big Apple, the City of the Big Shoulders, Sin City, and the City of Angels, from Philly to San Fran, Portland to Miami. DC to Tokyo, Vancouver to Ndabeni to Sydney to Buenos Aires to Moscow.
We're tired of layoffs, higher taxes, people getting paid for doing nothing. We're finished with a leader who bows when he shouldn't, who apparently doesn't believe in our exceptionalism.
And we're pissed.
America loves anybody "recovering" and making it - we love the comeback kid because we as a nation are the epitome of that underdog who keeps coming back. We Never Give Up.
Sure MPS is fading(no its not).
Of course MPS is a flim-flam(could be)
Sure copier sales will come back(no they won't)
The only constant here are the people within this niche, this market, this industry, this economy.
Us. We the People.
This is Managed Print Services, and this is What We Do.
------------------------------
[Commentator]
I got a question for you.
What does this city know about luxury? What does a town that’s been to hell and back know about the finer things in life? I’ll tell you, more than most!
You see, its the hottest fires that make the hardest steel, add hard work and conviction. And the know how that runs generations deep in every last one of us.
That’s who we are. [View of The Spirit of Detroit] That’s our story.
Now it’s probably not the one you’ve been reading in the papers. The one being written by folks who have never even been here and don’t know what we’re capable of. [Campus Martius outdoor skate rink.]
Because when it comes to luxury, it’s as much about where it’s from as who it’s for. [Chrysler 200] Now we’re from America – but this isn’t New York City. Or the Windy City. Or Sin City. And we’re certainly no one’s Emerald City. [Eminem driving Chrysler 200, then walks out of the car, and walks into the Fox Theater.] - Source:
LYBIO.net
[Marshall Bruce Mathers III (born October 17, 1972)]
This is the Motor City. And this is what we do.
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The Inside
Story: Chrysler's Risky Eminem Super Bowl Commercial
Almost Didn't Happen
An excerpt:
"Over the past decade, rap legend EminemEminem music catalog and has one-third of the writing credit on the song.
But that was until Chrysler chief marketing officer Olivier Francois started selling Martin on how much he wanted the music, and how he had an idea to show off Detroit to the Super Bowl audience, the largest TV audience of the year. To seal the deal, Francois drove a new Chrysler 200 to Martin's office in the Detroit suburb of Ferndale a few days into the New Year. The car was fresh off of the assembly line in neaby Sterling Heights, and hadn't even gone on sale. Francois had Martin and Eminem (whose real name is Marshall Bruce Mathers III) drive the car, as well as a new Chrysler 300, to try and get the music legend to play ball..."
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