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Chrysler Showcases American Manufacturing During Big Game

By Expert Author: Kevin Lewis

Viewing the ingenuity, steadfastness, and dedication of American citizens through fuzzy home videos, decade old famous clips, and old news reels makes it easy to feel a little wistful at the country's history and its uniqueness. In Chrysler's Super Bowl commercial this year, legendary singer-songwriter Bob Dylan lends his voice and persona to help viewers visualize a slice of America.


Viewing the ingenuity, steadfastness, and dedication of American citizens through fuzzy home videos, decade old famous clips, and old news reels makes it easy to feel a little wistful at the country's history and its uniqueness. In Chrysler's Super Bowl commercial this year, legendary singer-songwriter Bob Dylan lends his voice and persona to help viewers visualize a slice of America.


In the first few seconds of the absorbing commercial, viewers see short snippets of American life, including cowboys riding horses past moonlit trees, cheerleaders shaking their pompoms during light snowfall, and someone waving an American flag while standing at the seashore.


Bob Dylan's gravelly voice then asks, "Is there anything more American than America?"

For viewers surprised at the folk singer's appearance in a Super Bowl commercial, Dylan is no stranger to endorsement. His songs have accompanied several commercials over the years. What made this Super Bowl commercial special, however, were its length, as well as the cinematic quality of the experience. At two minutes, it's a big investment from Chrysler to its fans that brings home the message that Chrysler manufacturing is American, through and through.


Dylan goes on to say, "You can't fake true cool."

And he's right. The commercial features other truly American sights, like an old 50s style diner with its welcoming red sign lit up in the fading light as well as shots of an amusement park with a roller coaster, and shot of a sign from historic Route 66. The filmmakers also display quick shots of other American icons, like Rosie the Riveter, Marilyn Monroe, and James Dean.


As the commercial heads toward its second minute, Dylan tells viewers that Detroit did it first and inspired the rest of the world to follow its example. Viewers must ask: would the famed Autobahn exist if not for Detroit's ingenuity and inspiration?


When Dylan appears on screen for the first time around the end of the first minute, he says, "Detroit made cars, and cars made America." As he walks out of an elevator into a hallway lit with soft yellow lights, viewers see other perfectly American sights like a rodeo rider getting tossed into the dirt of an arena.


Chrysler then pays tribute to the hardworking American factory workers, Chrysler manufacturing, and the pride of workmanship with the definitive statement: "You can't import the heart and soul of every man and woman working on the line."


Around this time, viewers finally get a quick shot of the sleek 2015 Chrysler 200, which got an update this year as Chrysler's next-generation mid-size sedan. Viewers only get a few seconds to see this refined sedan before the commercial takes to the roads of America with a view of an expansive desert road, a snowy, tree-lined street, and a busy city boulevard.


The commercial also features some spectacular shots of Detroit, like its skyline covered in a soft blanket of snow, a giant mural honoring the Detroit Lions, and lonesome cargo ship heading up the Detroit River.


The story then moves onto the most impactful part of its message where Dylan tells viewers that it's fine for things like beer, watches, and smartphones to be made in other countries, but "we will build your car." The commercial closes with an amazing shot of the front of the Chrysler 200 as it glides down the road, its headlights illuminating the darkness.


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