Bod Dylan commercial

 Publicado em 02/02/2014

DETROIT, MI- Fiat Chrysler Automobiles arguably saved the best for last during Super Bowl XLVIII.

The new company -- a combination of Chrysler Group LLC and parent company Fiat SpA -- aired a two-minute commercial during the third quarter featuring legendary musician Bob Dylan discussing "American pride" and vehicle manufacturing.

"So let Germany brew your beer. Let Switzerland make your watch. Let Asia assemble your phone," Dylan says during the ad, called "America's Import." "We ... will build ... your car."

The ad featured Chrysler's all-new 200 midsize sedan, which debuted last month during the 2014 North American International Auto Show in Detroit.

The commercial featured gritty, industrial imagery from Detroit, providing glimpses of the men and women from past and present committed to building world class automobiles -- including footage at Chrysler's renovated Sterling Heights Assembly Plant (SHAP) -- interspersed with bold American imagery covering the nation's most iconic paved roads, beaches, diners and other well-known personalities including Dylan himself (past and present), James Dean, Julius Erving and Marilyn Monroe.

The spot also features footage of Dylan filmed in the greater Los Angeles area, in the new Chrysler 200, and in iconic surroundings suggested by the songwriter, including the Bradbury Building (the city's oldest landmarked building).

The new ad is the second Super Bowl commercial for the 200 since 2011, when Eminem debuted the "Imported From Detroit" tagline. The new ad debuts an updated tagline for the vehicle, "America's Import."

According to officials, the new tagline is specific to the all-new 2015 Chrysler 200. The "Imported from Detroit" tagline, which debuted during a Super Bowl ad for the 200 in 2011, still lives within the Chrysler brand.

The commercial featuring Dylan is the third for Fiat Chrysler Automobiles, which announced its record amount of ads on Friday. In total, FCA aired four and a half minutes of advertisements.

The first ad aired during the first quarter of the game. It was a 90-second spot called "Strike" (above) for the luxury brand's all-new Ghibli, Maserati's first-ever midsize four-door luxury sports sedan.

The second, called "Relentless" (below), was a continuation of Jeep's "Built Free" ad campaign and centered around why the brand made the midsize sport utility vehicle. The scenic ad featured adventure-seeking youths in the new vehicle.

Since emerging for bankruptcy in 2009, Chrysler has arguably revolutionized how automakers use Super Bowl advertising. This is the first time Chrysler has announced the ads before their debut.

FCA's brands now include Chrysler, Dodge Jeep, Ram, SRT and Mopar, as well as Alfa Romeo, Ferrari, Fiat, Lancia and Maserati.

FCA's three ads combined for four and a half minutes of ad time during this year's Super Bowl.

Super Bowl XLVIII features the Denver Broncos versus the Seattle Seahawks at MetLife Stadium -- home of the New York Giants and New York Jets.

Here's a transcript of the ad featuring Dylan:

Is there anything more American than America?

'Cause you can't import original.

You can't fake true cool.

You can't duplicate legacy.

Because what Detroit created was a first

and became an inspiration to the... rest of the world.

Yeah...Detroit made cars. And cars made America

Making the best, making the finest, takes conviction.

And you can't import, the heart and soul,

of every man and woman working on the line.

You can search the world over for the finer things,

but you won't find a match for the American road

and the creatures that live on it.

Because we believe in the zoom,

and the roar, and the thrust.(EMPUXO, IMPULSO)

And when it's made here, it's made with the one thing

you can't import from anywhere else. American...Pride.

So let Germany brew your beer,

Let Switzerland make your watch,

Let Asia assemble your phone.

We...will build...your car.