In this blog post we are going to discuss a commercial that was shown on television during half-time of Super Bowl XLVI (in February).
The Super Bowl is the championship game of the National Football League (NFL), and is usually the most watched television broadcast of the year, where friends and family get together to watch the game.
Because of the high viewing figures, advertising before, during, and after the game is very expensive. This has led to companies producing their best commercials for the broadcast, which in turn has made the commercials a significant part of watching the event.
The commercials from the latest Super Bowl were not received very positively, but at a cost of $3.5m for 30 seconds of airing, companies spent a lot of money on trying to make an impression.
One of the commercials that stuck out was a Chrysler commercial called, “Half Time in America” which was shown during half-time. Watch the commercial here:
It’s halftime. Both teams are in their locker room discussing what they can do to win this game in the second half.
It’s halftime in America, too. People are out of work and they’re 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, now Motor City is fighting again.
I’ve seen a lot of tough eras, a lot of downturns in my life. And, times when we didn’t understand each other. It seems like we’ve lost our heart at times. When the fog of 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. We find a way through tough times, and if we can’t find a way, then 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’s showing us it can be done. And, what’s true about them is true about all of us.
This country can’t be knocked out with one punch. We get right back up again and when we do the world is going to hear the roar of our engines. Yeah, it’s halftime America. And, our second half is about to begin. [/framed_box]
What is obvious from the commercial is that it draws on pride in ones country and patriotism. It uses the Super Bowl game to state that America is at a point in its history where there are lots of problems with the economy and unemployment.
It then uses the example of Detroit (Motor City) as an example of how the car industry is making a comeback, and that this example can be used to help the rest of America. It clearly states that this is the American way: when there are hard times (a bad economy and other social problems) America finds a way of prospering again.
What are your initial thoughts on the commercial?
Do you think it is powerful? Do you think it was motivating?
Do you agree with the message as a whole?
Is the commercial typically American?
Criticism of the Commercial
For further reading, take a look at these articles and thoughts that criticize the commercial in different ways:
Bailouts – Mark Wiberg comments that Detroit isn’t a good example of a city making a comeback because of all the bailouts (loaning or giving money to a company to stop it from failing) they received from the tax-payer to keep the companies from going bankrupt.
Endorsement of Obama – Many conversatives think that half-time in America really means half-time in terms of Barak Obama’s presidency. The divisions of the first half of his presidency have made it difficult for any true reform, but a united America would make it much easier to pass through meaningful reforms.