In 2011, Chrysler unveiled a groundbreaking advertisement during Super Bowl XLV that left an indelible mark on viewers. This two-minute commercial, titled “Imported from Detroit,” celebrated the city’s spirit and resilience through stunning visuals and powerful narration. The ad aimed to redefine luxury in American automotive culture by showcasing the Chrysler 200. Despite the car's modest reputation, the marketing strategy was remarkably effective, resonating deeply with audiences. The ad not only promoted a vehicle but also symbolized the revival of Detroit and its automotive industry after a period of economic hardship.

The commercial featured stark images of Detroit, juxtaposed with moments of hope and renewal. An all-black Chrysler 200, driven by none other than Detroit native Eminem, navigates through the city’s streets. The narrator, Kevin Yon, eloquently describes the essence of Detroit—its history, hard work, and what luxury truly means in America. The ad culminates with Eminem entering the historic Fox Theatre, where the Selected of God choir performs a stirring rendition of his song "Lose Yourself." The scene is both poignant and inspiring, emphasizing Detroit's enduring spirit. The final shot shows the Chrysler 200 driving through smoky streets, accompanied by the tagline “The Chrysler 200 Has Arrived” and “Imported From Detroit.”

This advertisement aired just a few years after the Great Recession had hit the United States, causing significant financial turmoil for both Chrysler and General Motors, which required government bailouts. Detroit itself faced bankruptcy a few years later. Against this backdrop, the ad served as a powerful message of resurgence. It reassured the public that Detroit and its automotive industry were not only surviving but thriving once again. The ad's impact was profound, capturing the imagination of many who saw it. It reminded people of the strength and determination embedded in the heart of the Motor City.

The legacy of “Imported from Detroit” remains strong even today. While hindsight reveals that the Chrysler 200 may not have lived up to the luxurious image portrayed, the ad itself achieved something remarkable. It redefined how we view Detroit and its automotive heritage. The emotional resonance of the commercial continues to resonate with many, serving as a testament to the power of storytelling and marketing. In a way, the ad transcended the product it was promoting, becoming a symbol of hope and renewal for an entire city and industry.