Chrysler Selects Eminem for ‘Imported From Detroit’ Commercial

Despite his status as the biggest rap star of the past decade, Eminem still has mad pride for Detroit, the city where he rose to prominence and salutes in the Super Bowl commercial for the Chrysler 200. Much of the public's perception of the once venerable Motor City comes from newsy cover stories that highlight the city's hard times and economic fall. Still a place to live and work for many blue-collar, red-blooded Americans -- and also home to Madonna, Kid Rock -- this clip certainly moved viewers, from Motown and beyond, as Eminem establishes himself as a true emblem for the city in all of two minutes.

The commercial shows Em riding in a sleek, black Chrysler 200 with the instrumental section of his 2002 hit song 'Lose Yourself' playing in the background. Grand Rapids native Kevin Yon delivers an inspirational voiceover, saying phrases like "The hottest fires make the hardest steel" and mentions that stories about Detroit are often penned by folk "who have never even been here." His most powerful statement? When he says that luxury is as much about where it's from as who it's for. Sounds a lot like Eminem's career trajectory, no?

The ad also highlights all of Detroit's cultural landmarks – factories, the 75 Interstate, some burnt out buildings that were once inhabited and the 1928-built FOX Theatre, which Eminem walks into after reading the marquee that pleads "Keep Detroit Beautiful." The star walks into the empty theater and is greeted by a lively chorus of soulful singers. He turns around and points to the camera and stares with his vulnerable eyes before declaring, "This is the Motor City and this is what we do." You hear it straight from the horse’s mouth, presenting us with a moving, soulful advertisement. Well done Chrysler.

Watch Eminem in the Chrysler 200 Super Bowl Commercial