Chrysler’s 2011 Super Bowl commercial for the striking new 200 sedan—titled “Born of Fire”—introduced the now iconic “Imported from Detroit” tagline and immediately electrified the country when it debuted earlier this year. And now it’s clear that the ad’s appeal has gone international: “Born from Fire” recently received five awards, including four “Gold Lions,” during the 58th International Festival of Creativity, held in Cannes, France, to honor the world’s best example of creativity in communications.
In addition to receiving top prizes for Best Direction, Best Use of Music, Best Script and Best Automotive Commercials, the spot also took home a “Bronze Lion” for Best Editing.
The advertising initiative was developed by Chrysler in partnership with marketing agency Wieden+Kennedy of Portland, Ore., and featured both native Detroiter Eminem and his hit song “Lose Yourself.”
“The Chrysler Brand is humbled to be awarded with such a prestigious honor at the Cannes Lions International Festival of Creativity,” said Olivier Francois, president and CEO of the Chrysler Brand and lead executive for Marketing for the Chrysler Group. “The ‘Born of Fire’ commercial and the ‘Imported from Detroit’ campaign describes the comeback of the Chrysler brand and truly defines American luxury. The Chrysler brand team would like to thank all of our partners who helped us to create such an impactful campaign. However, the true honor should go to the hard-working and determined employees of Chrysler Group and the people of Detroit who served as the inspiration for this campaign and gave us the backdrop to create something truly amazing.”
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