The troubles of Detroit have been well documented and discussed in the American media in recent years (see here and here). So why would Chrysler mount a full advertising campaign (and I see this commercial almost every commercial break at times) based on Detroit for its new 200 model? See the long-form (2:03) video here.
The entire campaign seems to be built around this idea that Detroit is something different: the ad says it is not New York, Chicago, or Las Vegas. While we get some typical shots, of a high school team running and a woman ice skating, the emphasis is on their hard work. The scenes on the street are at night with steam coming out of manhole covers as the 200 rolls along. The longer ad features Eminen, perhaps the only celebrity known to most Americans as being from Detroit (does Kid Rock count?). And all of this is driven home by the tagline: “Imported from Detroit.”
Perhaps the strategy is this: why not take all of this talk about Detroit’s darker side (and the commercial mentions that this is a “town that has been to hell and back”) and turn it around so that the commercial makes a positive point about this gritty, tough, and edgy car. Will this explicit linking to Detroit, a city on the decline, boost sales of a particular car model? Do Detroit residents see this commercial as positive and representative of their city?