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- Posted on Feb 7th 2011 12:40AM by Phil Brondyke
'Lose Yourself,' Eminem
In a Chrysler-sponsored homage to Detroit, Eminem is shown driving in a Chrysler through the streets of Detroit with the soft opening to his 2002 hit, 'Lose Yourself,' playing in the background. The ad debuted in the third quarter of the Super Bowl, and tapped into the sentiments of this unofficial American holiday by making a blatantly emotional appeal to potential Chrysler buyers.
Th30-second spot closes with the rapper pointing to the camera and stoically proclaiming, "This is the Motor City; this is what we do," which is then followed by the text 'Imported From Detroit' flashed across the screen. Images of the 2002 film '8 Mile' are replayed in audiences' minds, as the movie's hit track is replayed in a montage of Eminem driving through his native Detroit.
The ad was Eminem's second appearance in this year's Super Bowl, as the rapper lent his voice and a claymation version of himself to Lipton in a spot that likened him to a rap diva. Chrysler's use of Eminem was undoubtedly more serious, albeit a bit cheesy.