'Halftime in America' ad creates political debate

By Corey Williams

Associated Press

Published: Monday, Feb. 6 2012 12:00 a.m. MST

The Monument to Joe Louis statue is displayed in downtown Detroit, Monday, Feb. 6, 2012. What exactly is Chrysler selling with "It's Halftime in America," Super Bowl ad which aired during Super Bowl XVLI, on Feb. 5? Chrysler's recovery or Detroit's or the country's? The city is fighting to stay out of financial receivership, for one, and its image as a symbol of recovery is incomplete.

Carlos Osorio, Associated Press

DETROIT — People rarely pick a fight with Dirty Harry. But Chrysler's "Halftime in America" ad featuring quintessential tough guy Clint Eastwood has generated fierce debate about whether it accurately portrays the country's most economically distressed city or amounts to a campaign ad for President Barack Obama and the auto bailouts.

The ad equates Detroit as a model for American recovery as idealistic images of families, middle class workers and factories scroll across the screen.

"People are out of work and they're hurting," the 81-year-old Eastwood says in his trademark gravelly voice. "And they're all wondering what they're gonna 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."

Conservatives, including GOP strategist Karl Rove, criticized the ad as a not-so-thinly veiled endorsement of the federal government's auto industry bailouts. Others questioned basing a story of economic resurgence in a city that remains in fiscal disarray, with a $200 million budget deficit and cash flow concerns that have it fending off a state takeover.

But is it political? It depends on who you ask.

"I can't stop anybody from associating themselves with a message, but it was not intended to be any type of political overture on our part," Chrysler Chief Executive Sergio Marchionne told WJR-AM in Detroit on Monday. "You know, we're just an ingredient of a big machine here in this country that makes us go on."

Last year was a pivotal turnaround year for Chrysler, which nearly collapsed in 2009. The company and its financial arm needed a $12.5 billion government bailout and a trip through bankruptcy protection to survive. Chrysler has since repaid its U.S. and Canadian government loans by refinancing them, but the U.S. government says it lost about $1.3 billion on the deal.

The Eastwood ad follows a highly popular one aired last Super Bowl that featured stark images of hip-hop star and Detroit-native Eminem driving a Chrysler 200 through the city streets and introduced the tagline "Imported From Detroit." This time around, the focus was on faces and factories — far less on cars. On Monday, editions of USA Today came wrapped in a four-page ad featuring Eastwood, images from the television commercial and another promise to get back to work.

"It was very powerful, not only for Detroit but for the country and also for Chrysler," Allen Adamson, a managing director at brand consulting firm Landor Associates Adamson, said of the ad. "Of all the three, Chrysler was the least likely to succeed, the least likely to survive the storm. And they have come out with potentially the strongest story."

Adamson also compared the ad to Ronald Reagan's "Morning in America" ad in 1984, which tried to capture a feeling of American optimism during his re-election campaign. Reagan's ad also was notable for its optimism, showing images of people going to work, buying homes, and getting married in greater numbers. "It's morning again in America," a narrator says in a calm voice.

Rove told Fox News on Monday that he was "offended" by Chrysler's ad, saying it amounted to "using our tax dollars to buy corporate advertising and the best-wishes of the management which is benefited by getting a bunch of our money that they'll never pay back."

Obama spokesman Jay Carney told the AP that the White House had no role in in the ad's production, but said it pointed out "a simple fact, which is that the auto industry in this country was on its back and potentially poised to liquidate three years ago."

Try out the new DeseretNews.com design!
try beta learn more
Get The Deseret News Everywhere