“Is there anything more American than America?”
Certainly not. Well, maybe South America, Canada, and Mexico… but let’s ignore that for now. Check out Chrysler’s ad for yourself and follow along to Bob Dylan’s smoke-and-mirrored voice.
A beautifully done, Super-Bowl-Quality commercial. But if you re-watch the ad, what words and images are associated with what is “American?”
We have vision.
We are cool.
We have established a legacy.
“We became an inspiration to the… rest of the world.”
Take a minute to think about this pause. This pause in this line of dialogue makes me think that the rest of the world is an afterthought. But let’s not get into diplomacy or warmongering… Let’s focus on cars.
“Yeah, Detroit made cars and cars made America.”
Before we move onto what the rest of the world does, let’s look at what “America” does in a few select quotes:
“Making the best, making the finest takes conviction.”
“You can’t import the heart and soul of every man and woman working on the line.”
“When it’s made here, it’s made with the one thing you can’t import from anywhere else: American Pride.”
Let’s look at the world now.
“Let Germany brew your beer.”
Artisan. Germans are “good” at it. This is a craft that produces a product that can be considered admirable…
for a product-consuming country like “America”…
because we “Americans” like to drink good brews, too.
“Let Switzerland make your watch.”
Swiss watches are highly prized, coveted, and expensive pieces of jewelry. These are luxury products that we can also consume.
Similar to Germany’s depiction, there is one person working articulately on one item. This is what can be considered a form of expression and art.
“Let Asia assemble your phone.”
An entire continent is dwindled down to a single entity responsible to making your phone.
Now, that’s “American.”
“We will build your car.”
I am going to leave you with one video clip from one of my favorite shows to fully encompass everything I want everyone to take away from not just this commercial but from every part of the Super Bowl.
HBO’s show The Newsroom says everything I could ever write in such an eloquent and simple way in just this 5-minute clip:
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