Super Bowl Advertisers Go Long (in Run Time)
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Deland traces the trend to 2011, when Chrysler aired the first of its “Imported From Detroit” Super Bowl spots. The carmaker convinced the NFL to expand one of its 90-second breaks to show the two-minute ode to Detroit, which was set to Eminem’s “Lose Yourself” and culminated with the rapper arriving at the city’s Fox Theatre.
The ad drew widespreadpraise for Chrysler and its creative agency, Wieden & Kennedy. “We certainly never set out to make a two-minute ad,” says Joe Staples, who oversaw the campaign and is now an executive creative director at Wieden. The length and tone, Mr. Staples said, were the natural outcomes of the task at hand: a Hail Mary pass for a great American brand in desperate shape. “In hindsight, we probably looked smarter than we were because it led somewhere that was the antithesis of where everybody else was,” he said. “Everybody else was doing fart-esque jokes in 30 seconds brought to you by a product.”
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