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Chrysler Group Airs "It's Halftime in America" Commercial During 2012 NFL Championship Game

February 5, 2012 , Auburn Hills, Mich. - Chrysler Group television commercial titled "It's Halftime in America" that aired during the 2012 NFL Championship game plus still images. Video and images are downloadable via links on the right side of this page.

The following is the script from the commercial:

It’s Halftime in America Script
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.
 

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Chrysler Super Bowl ad earns praise but gets yanked from YouTube after NFL copyright claim

Published: Monday, February 06, 2012, 7:56 AM Updated: Monday, February 06, 2012, 9:40 AM


You'll probably be able to find it, but not on the official Chrysler channel.

YouTube pulled the ad early this morning, citing a copyright claim from NFL Properties LLC.

It's unclear what prompted the claim. A Chrysler spokesperson says the company is investigating the issue, and the NFL has not responded to a request for comment.

The ad, titled "It's Halftime in America," featured veteran actor Clint Eastwood in the role of the nation's coach, motivating the country by describing the resilience of the Detroit auto industry.

"How do we come from behind? How do we come together? And how do we win? Detroit's showing us it can be done," Eastwood said.

The ad quickly generated high praise and patriotism.

"America is facing the second half," former Michigan Gov. Jennifer Granholm wrote on Twitter. "We're getting up off our knees. Thank you Chrysler. Clint Eastwood. America."

CNN Money, noting that Chrysler also scored big with its 2011 commercial featuring Eminem, declared that Chrysler is "king of the Super Bowl spots."

Chevrolet, in a tweet sent from the automaker's official account, even thanked their competitor: "Thank you for your trust in America. From the heart of Detroit to your homes, we feel the same way."

But for whatever reason, NFL Properties LLC was not such a big fan.

If you're dying to see it, there are still multiple versions of the ad on YouTube for your viewing pleasure. Enjoy:

 

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Chrysler Group Chairman and CEO Sergio Marchionne Speaks on WJR-AM Radio With Paul W. Smith

February 6, 2012 , Auburn Hills, Mich. - Chrysler Group LLC Chairman and CEO Sergio Marchionne spoke with WJR-AM radio host Paul W. Smith this morning about the Company's short video starring Clint Eastwood. The transcript is available here.



http://www.media.chrysler.com/newsrelease.do?id=11966&mid=
 

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Feb 6, 2012

After a special sneak preview of "It's Halftime in America" at the 2012 National Automobile Dealers Association Convention in Las Vegas, Chrysler Group dealers gave the commercial an emotional standing ovation.
 

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Feb 6, 2012

Comments from three Chrysler Group dealers after a sneak preview Sunday, of the television spot "It's Halftime in America," at the 2012 National Automobile Dealers Association Convention in Las Vegas
 

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Feb 5, 2012

this is also One of my Favourite super bowl commercial,
 

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Statement from the Chrysler Group LLC National Dealer Council


February 8, 2012 , Auburn Hills, Mich. - The Chrysler Group LLC National Dealer Council would like to make a statement in our support of the “Halftime in America” Super Bowl ad run by our manufacturer Chrysler Group on behalf of our over 2300 franchised dealers.

This ad was simply a recount of the achievement of Chrysler Group, and its dealers who sacrificed and drove to take this American icon from depths during the national economic downturn to the success we have accomplished to date. Further, it highlights our collective resolve to continue to drive to make Chrysler Group the greatest car company in the world, going forward in what will be our “second half.”

Moreover, it was designed to relate to those still suffering the effects of the recession, that they may be buoyed by our example and they may find the courage to endure through to similar success going forward.

We stand unified with Chrysler Group in our collaborative drive to continue to create and retail great cars and trucks and to give our clients a world class sales experience on our showroom floor.

We have no doubt that this ad had no political agenda of any kind but rather a statement of fact and hope for the future for all of us and America.


The National Dealer Council
 

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Chrysler Group’s ‘It’s Halftime in America’ Super Bowl Video Earns Second Place in YouTube’s Ad Blitz 2012 Contest

Chrysler Group is the top automotive winner in YouTube’s Ad Blitz 2012 Contest

More than 17 million views for ‘It’s Halftime in America’ on the Chrysler Group YouTube channel

Fiat brand’s ‘Seduction’ ad pulls in more than 4 million views, earning the brand more than 7 million total views


February 18, 2012 , Auburn Hills, Mich. -

The votes have been tallied and Chrysler Group LLC has secured the top automotive ranking in YouTube’s Ad Blitz 2012 contest. In it’s fifth year, the YouTube Ad Blitz program is one of the largest consumer polls of Super Bowl ads. Its online and interactive gallery of Super Bowl commercials allows users to view and vote on their favorite ads.

The Chrysler Group’s “It’s Halftime in America” video came in second place overall in the annual contest. “It’s Halftime in America” was created to rally Americas together by using the Chrysler Group and Detroit as inspiration. The Chrysler brand’s “Born of Fire” commercial earned a first-place ranking in last year’s contest.

“’It’s Halftime in America’ is about a mission, not about a product. It is about the spirit that motivates our embracement of this mission,” said Sergio Marchionne, Chairman and Chief Executive Officer, Chrysler Group LLC. “The 2-minute video portrayed the essence of Chrysler Group’s commitment and how we are working toward the future. We don't presume to teach anything or show our way as the right way ahead. Our message to the United States came from people who felt a duty to encourage the country they love. It was simply a way of saying that everyone, in the land of opportunity, has the right to dream and the power to turn that dream into reality.”

With more than 17 million views, web traffic to the Chrysler Group brand sites has dramatically increased since the 2-minute production aired just before the start of the second half of Super Bowl XLVI.

“We are humbled and honored that the voters named Chrysler Group as the top auto and second-place winner in YouTube’s Ad Blitz 2012 contest,” said Olivier Francois – Chief Marketing Officer, Chrysler Group LLC.

“Halftime in America” was created in partnership with the Portland, Ore.-based advertising agency, Wieden+Kennedy. The video can be viewed at the Chrysler brand YouTube channel, chrysler's Channel - YouTube.

The Fiat brand also has seen an increase to their website since the airing of “Seduction” during the third quarter of Super Bowl XLVI. The brand added an additional 4 million views to their site for a total of more than 7 million views.

“Seduction” first debuted in November at the 2011 Los Angeles Auto Show during the reveal of the 2012 Fiat 500 Abarth. The video immediately went viral capturing global attention from more than 1 million viewers in its first week. Not long after, the VH1 network made it into a “pop-up video.”

The digital spot transforms the unique characteristics of the Fiat 500 Abarth into a sensual and strikingly stunning model that a young man “imagines” as his first time encounter with the all-new vehicle. The spot ends with the tagline, “The Fiat 500 Abarth. You’ll never forget the first time you see one.”

“Seduction” was created in partnership with Dallas-based The Richards Group. The video can be viewed at the Fiat brand YouTube channel, fiatusa's Channel - YouTube.

About Chrysler Group LLC
Chrysler Group LLC, formed in 2009 to establish a global strategic alliance with Fiat S.p.A., produces Chrysler, Jeep, Dodge, Ram, Mopar, SRT and Fiat vehicles and products. With the resources, technology and worldwide distribution network required to compete on a global scale, the alliance builds on Chrysler Group’s culture of innovation, first established by Walter P. Chrysler in 1925, and Fiat’s complementary technology that dates back to its founding in 1899.

Headquartered in Auburn Hills, Mich., Chrysler Group’s product lineup features some of the world's most recognizable vehicles, including the Chrysler 300 and Town & Country, Jeep Wrangler, Dodge Durango, Ram 1500, Jeep Grand Cherokee SRT8 and Fiat 500. Fiat contributes world-class technology, platforms and powertrains for small- and medium-size cars, allowing Chrysler Group to offer an expanded product line including environmentally friendly vehicles.
 
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