It’s half time, America

The Superbowl is THE advertising event of the year in the U.S.A..
America is watching. And at half time in the match yesterday, America got a pep talk on behalf of Chrysler. The talk was delivered by Clint Eastwood.

Awesome work from Wieden + Kennedy Portland.

Here are some of the inital responses:

"Chrysler is king of the Superbowl spots", said CNN.

“2011’s best Super Bowl commercial was Eminem for Chrysler. It's only halftime, of course, but the greatest of 2012 so far has been Clint Eastwood for Dodge, Jeep and Chrysler in another all-American “Imported from Detroit” spot.” – PopWatch, Entertainment Weekly
 
“For the second year in a row, the car maker has won over audiences during Super Bowl XLVI with an emotional commercial. This time it featured a gritty Mr. Eastwood trying to rally Americans.” – Wall Street Journal
 
"Powerful and one of the best Super Bowl ads ever.” – Allen Adamson, managing director of Landor New York, as quoted by Wall Street Journal
 
“The message of unity apparently moved Chevrolet, which sent out a tweet thanking its competitor minutes after the ad aired: "Thank you for your trust in America. From the heart of Detroit to your homes, we feel the same way." – As reported by MLive.com
 
“Once again, Chrysler's Super Bowl ad won the hearts and minds of football fans, this time with a little help from Clint Eastwood and, of course, Detroit.” – CNNMoney.com
 
“Clint Eastwood brings the first goosebumps of the night. Can't beat that voice. Can't beat the message about bringing America back in the "second half."”– MSNBC.com
 
“Chrysler's post-halftime "Motor City is fighting back." Political ad? Clint Eastwood ad? Polar bear ad? Who cares! A great director and actor pulls off the most interesting — and compelling — ad of the entire Super Bowl.” – Newsday
 
“For the second consecutive year, Chrysler made viewers fall silent with a gritty, gut-level ad celebrating Detroit — and built around an icon not known for shilling for products.” – The Wrap
 
“Jokes about Eastwood running for president quickly became ubiquitous on Twitter.” – The Wrap
 
“The commercial talks about recovery, hope for the future and recognition of thehardships we currently face — in a way that no political candidate or sitting President has yet done. The combination of America, nostalgia and hope willalmost bring tears to your eyes…In a word, it was perfect.” – Jalopnik

 

new work from W+K: Chrysler, Coke, Old Spice, Nike

Some awesome new work out of the Wieden + Kennedy mothership in Portland over the last few days. First up: a new Chrysler spot featuring Eminem that premiered in the Superbowl yesterday.

Some awesome new work out of the Wieden + Kennedy mothership in Portland over the last few days. First up: a new Chrysler spot featuring Eminem that premiered in the Superbowl yesterday.

Some awesome new work out of the Wieden + Kennedy mothership in Portland over the last few days. First up: a new Chrysler spot featuring Eminem that premiered in the Superbowl yesterday.

In many ways, this spot is a kind of love letter to the city of Detroit—an acknowledgment that the city has experienced tough times, and that it is primed for a comeback. The script, while recognizing the difficulties the city has been through, reflects pride in what Detroit is capable of and emphasizes the greatness this city has in its DNA. Visually, the spot is set up like a driving tour of the city, highlighting its landmarks and its people. W+K felt Eminem was the perfect person to lead us on this tour because he (like Chrysler) is a Detroit native who has experienced huge success, suffered setbacks and returned stronger than ever. The lyrics to “Lose Yourself” are about that very story. So the pairing of Chrysler and Eminem seemed natural.

Advertising Age said: 'Sure, U.S. automakers have previously tried to convince us that "We are all Detroit" before, but not with creative this captivating. And after a few years of a battered economy, most Americans are more inclined to identify with Detroit than with, say, New York or Sin City, both of which are name-checked here. As the spot says, "We're certainly no one's Emerald City." What starts out as a down-on-our-luck tribute to a broken city morphs into a defiant, we're-back rallying cry faced by none other than Eminem, another broken thing out of Detroit who happens to be staging a massive comeback. Tea partiers and labor unions alike will cheer this one, including the tagline: "Imported from Detroit."'

Two new Coke spots also broke in the Superbowl: 

Also this week, Old Spice and Wieden+Kennedy announced 16-year-old Chris Gatewood is the official Old Spice Super Fan, controlling the release of the next Old Spice ad.

And Old Spice's Super Fan released the new :30 spot titled "Scent Vacation" via his social media channels

And finally, here's a new Nike Free commercial that launched on SportsCenter after the Superbowl.

Wieden + Kennedy continues to hit ‘best of decade’ charts

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Welcome to Optimism is proud, delighted and a wee bit overwhelmed about the end of year/decade 'best of' lists as Wieden + Kennedy continues to pick up plaudits in the trade press roundup of the last ten years in advertising. AdWeek named WK Portland's Coca-Cola spot 'It's mine' best Superbowl ad of the last ten years.

Meanwhile, Advertising Age named WK New York's Beta 7 campaign for Sega as one of their ten best non-TV campaigns of the decade.

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And Wieden + Kennedy had three entries in Ad Age's best ten TV commercials of the last ten years:

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Nike 'Move' from WK Portland:

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Honda 'Grrr' from W+K London.

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…and Coca-Cola 'Happiness Factory' from WK Amsterdam.