Superbowl 2012: Chrysler – It’s Halftime in America
It has already been noted the exorbitant price of advertising during the Superbowl, and how those costs are multiplied accordingly when the commercial is longer than the traditional 30 seconds. When a commercial runs for two minutes, there are other concerns that are encountered, besides monetary. With a two-minute time frame to work with, the director can afford to slow down the pace of the ad; but how will this be received by an audience who have just seen five snappy, witty and, most importantly, short commercials? For the comparatively eternal two-minute slot, tension needs to be build over the course of the advertisement in order to capture the viewers’ attention; a story must be told, and it must send tingles up the spine. And who better to tell such a story about getting hit and getting back up than the King of Grit himself, Clint Eastwood. Eastwood is in full epic narrator mode, seen through a smoky back-alley as he warns those who underestimate the architects of Chrysler’s spirit, the city of Detroit.