Chrysler’s now-famous “Imported from Detroit” Super Bowl ad is getting recognition from city leaders.
The Detroit City Council honored the Chrysler Group with a testimonial resolution Tuesday.
Councilman Andre Spivey, who sponsored the resolution, says the “phenomenal” ad was about much more than a car.
“I don’t think Chrysler intended it to be what it turned out to be. But I think it inspired many people in Detroit to say hey, this is our city. We have a good city. We have our challenges, yes…but I think we can come back. And I think it gave us a little spark of energy to go on and see what else we can do.”
Chrysler Group President Olivier Francois accepted the award on the company’s behalf. Francois says Chrysler meant the ad as a tribute to Detroit, but didn’t think it would have so much resonance.
“For sure, the Super Bowl commercial has been promoting a lot beyond the car itself and beyond the company. It did I think a great job for the city."
The commercial’s “Imported from Detroit” catchphrase has become so popular Chrysler is putting it on t-shirts and other merchandise.
Francois says some proceeds from those sales will go to four still-to-be-named Detroit charities.