Super Bowl commercial causes conflict
Subliminal messages in Chrysler’s ‘Halftime in America’ ad leave audiences in an uproar
Super Bowl Sunday — practically a holiday in itself — isn’t just a championship game of the National Football League.
Confused — Political undertones in Chrysler’s commercial left viewers baffled. Google Images
It is also a time when the world of advertising fights for its chance to be recognized for creating the best, most entertaining commercial spot.
While many commercial spots this year aimed for generating laughter, humor and wit, Chrysler Group LLC decided to take a dramatic tone with “Halftime in America,” leaving many viewers bewildered.
American film actor, producer and — according to the LA Times — republican, Clint Eastwood narrated a powerful piece for Chrysler in reference to its “re-birth” since the economy took a dive in 2008.
This was the year time Barack Obama took office, which aided in saving Chrysler Group from retiring its role as a car manufacturing Company in respects to the bailout.
Interestingly so, multitudes of viewers — both republicans and democrats — couldn’t help but relate Chrysler’s advertisement with American politics — particularly to President Obama.
Whether or not the intention was to reek of politics by supporting the Obama administration, the simple fact of the matter evidently fueled controversy across the nation.
“It was tax payers money used to make this spot, on our dime. The bailout of the unions is all on our dime,” Professor of Communication Studies Dr. Stuart Schwartz said.
“My concern is that Chrysler is not a viable company anymore, and what we’ve done is subsidize bad behavior, bad marketing, bad operations, and unless we keep from subsidizing, Chrysler Group is not going to make it,” Schwartz said.
“I will not buy any car in which the government had a hand in a bailout.”
According to FOX News, Clint Eastwood shared that the ad was not meant to be politically suggestive.
“I’m certainly not politically affiliated with Mr. Obama,” Eastwood said. “It was meant to be a message about job growth and the spirit of America, and I think all politicians will agree with it. I thought the spirit was alright.”
“My view of Eastwood has changed. By doing what he did, it makes me less likely to see a new release of his, but I’ll still watch his classics, of course,” Schwartz said.
P3R Publicity, a public relations firm in Los Angeles, Calif. — also, the firm responsible for “Halftime in America” — doesn’t “beat around the bush” when describing their role in advertising.
According to P3R’s “about us,” their mission reads, “Whether an established brand or a start-up company, P3R custom-tailors consultation and product development designed to increase brand identity, media exposure and ultimately boost sales.
New companies build name recognition, while established clientele rejuvenate and strengthen their identity by staying in the forefront of their respective marketplace.”
There is no doubt that P3R was successful in providing media exposure. However, there is doubt that Chrysler’s sales will be boosted. However, if publicity and politics were the intended tactics for “Halftime in America,” then mission accomplished.