Symbolism in the Chrysler ads
Movere is the Latin word meaning to move and both emotion and motivation were derived from the same verb. Combine them and you get emotional motivation. Emotional motivation is the word that would describe last year’s and this year’s Chrysler ads launched during Super Bowl.
What do Eminem and Clint Eastwood have in common? Both men are tough and good-looking. These two characteristics are attractive to both men and women. Men in general like to be tough because it is written in their DNA, they want to be able to take care of their families, appear tough in front of their friends and protective of their partners. Women are a relevant target of this ad as they make up 44% of the Super Bowl audience and also like their men tough and good-looking.
Chrysler embodies these characteristics – being American, sturdy and well designed. Chrysler got its match in these two men. When you listen to the emotional copy and watch the ad, you cannot but be moved or emotionally motivated.
Americans are great at emotionally motivating its people, making them proud of being American, or as Eastwood in this ad says: “This country can’t be knocked out with one punch. We get right back up again and when we do the world’s going to hear the roar of our engines.” Or as the last year’s ad says: “It’s the hottest fires that make the hardest steel. Add hard work and conviction and the know-how that runs generations deep in every last one of us. That’s who we are, that’s our story.”
Chrysler with these ads is symbolic of the emotion of the American people to persevere in the trying times, to rise when others would fall, to act as one and find a way out of the hard times. Chrysler is now more than a corporate brand – it is symbolic of the hard work and unity that overcomes all hardship.