“imported from detroit”: superbowl ads
I know this sort of thing has been done before… But what a conceptually tangled if viscerally stirring ad spin here. The usual American car marketing jingoism gets translated into a half-coherent riff about uneven internal development and productivist aesthetics. Check out, for instance, the strange pseudo-Ruskinism mixed with rust belt exoticism in “Because when it comes to luxury, it’s as much about where it’s from as who it’s for.” As well as, of course, the tag line of the ad as a whole, “Imported from Detroit.”
Most of the other ads from last night are banal crap. * But in ones like Chrysler’s, complete with the somnolent semi-logic of lines like the above, it is interesting to see what they dream that we are or could be dreaming.
On the other hand, quite funny that Chrysler is increasingly owned by Fiat, and so a more accurate ad would be about the politics and finance of one post-industrial city buying another via the mediation of the US government….
* All that I’ve found that was even mildly interesting is the Audi spot that seemed to position itself as the car of choice for slightly less twittish upperclass twits. And I suppose there’s something to be said about the Motorola ad, itself a winking sendup of Apple’s very famous 1984-themed ad that aired in 1984.
Of course there is an interesting difference between the two versions. If the stakes of corporate conflict translated into consumer choice once was registered in terms of the political thematics of Orwell’s novel (the subversion of IBM as the subversion of the totalitarian state), now buying a MotoPad vs. an iPad is allegorized through the minor key romantic plot of the novel. And even in doing so, diminished stakes again: instead of a righteous fuck in the woods, the best we can hope for is a Youtube video goofily edited into an electronic Valentine’s Day Card which leads this Julia not to drop her overalls but merely to take out her earbuds.