Born of Fire

Lore & Background

The commercial tells the contemporary history of the city of Detroit through narrative provided by Kevin Yon and crisp images, juxtaposing both grim and beautiful images of the city and its multi-racial population with the portrayed luxury of the car. American rapper Eminem, who is from the Detroit area, drives the Chrysler 200 through the city to the Fox Theatre, passing by several neighborhoods and landmarks. Upon arriving, he walks inside the theater to the stage, where the Selected of God choir is singing. Eminem then walks on the stage and says to the camera, "This is the Motor City, and this is what we do." An instrumental version of his song "Lose Yourself" plays in the background throughout much of the ad, with the choir providing additional source music.

Reader's Guide

The airing of "Born of Fire" is credited with revitalizing the image of Detroit, Chrysler, and the American automotive industry. By using stark imagery of the city's struggles alongside its cultural landmarks and diverse population, the commercial reframed Detroit's narrative during a period of economic difficulty. The inclusion of Eminem, a globally recognized artist from the area, and the use of his song "Lose Yourself" helped connect the ad to themes of perseverance and pride. Its two-minute length during Super Bowl XLV was notable, as it broke from typical shorter commercial formats. The ad's success demonstrated the power of long-form storytelling in advertising and its potential to influence public perception of a city and an industry.

Did You Know?

• The commercial is also known as "Imported from Detroit".
• It is one of the longest commercials ever shown during a Super Bowl.
• The narrator is Kevin Yon, a resident of Rockford, Michigan.
• The Selected of God choir performs in the ad.