Chrysler's half time is the pick of SuperBowl TVCs

When your television commercial is in the clutter of another 70 or so, it’s a job getting noticed.

The Super Bowl is the most-watched TV program in America, so it’s no surprise that all the brands want to be there - but at $3.5 million for a 30 sec spot, marketers need to make sure that, a) the spot is noticed and, b) that the spot delivers.

Super Bowl has become, over the years, almost a showcase of the best in television advertising in the United States, and this year is no different.

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Going through all the ads, this is the one that stands out - a great spot for car major Chrysler.

You can see the Chrysler and all other TVCs here.

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To save you the trouble of watching it again and again, here’s the script:

“It’s half-time. Both teams are in the locker room discussing what they can do to win this game in the second half.

It’s half-time in America, too. People are out of work and it’s hurting and they’re all wondering what they’re going to do to make a comeback and we’re all scared because this isn’t a game.

The people of Detroit know a little something about this. They almost lost everything. But, we all pulled together and now Motorcity is fighting again. I’ve seen a lot of tough (indistinct), downturns in my life, times when we didn’t understand each other; it seems we’ve lost our heart at times.

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The fog, division, discord and blame made it hard to see what lies ahead. But, after those trials, we all rallied around what was right, and acted as one - because that’s what we do, find a way through tough times and if we can’t find a way, we’ll make one. All that matters now is what’s ahead. How do we come from behind, how do we come together and how do we win? Detroit is showing us it can be done; and what’s true about them is true about all of us. This country can’t be knocked over with one punch, we get bright back up again and when we do the world is going to hear the roar of our engines. Yeah, it’s half-time, America, and our second half is about to begin.”

There are a number of reasons that this commercial resonates.

a) It’s apparent that the commercial is made for the Super Bowl and is not just another ad. The greater the connect, the less likely that viewers will be diverted.

b) The casting of Clint Eastwood and the use of his ‘Dirty Harry’ voice. In this role, Eastwood is a fighter, fighting for the entire community. His age makes the claim that “I’ve seen a lot of tough (indistinct), downturns in my life, times when we didn’t understand each other” credible

c) The half-time analogy. It’s so common in sport for one team to seem out for the count at half-time and bounce back in the second half - take yesterday’s fixture, when Manchester United recovered from 0-3 against Chelsea to draw the game.

Will this commercial sell more Chrysler cars? That’s a question that the jury will be out on - but this is a commercial that viewers will find enjoyable. Who in America is not worried about their future? When reminded that it’s half time, and there’s a lot to look forward to, will give them hope. Chrysler will certainly win hearts with this.

And, by the way, change ‘half-time in America’ to ‘half-time in India’ or to most countries around the world, the ad works just fine. That’ll do wonders for the commercial on youtube and other social media - and that’s a bonus.