This spot is a love letter to the city of Detroit—an acknowledgment that the city has experienced tough times, and that it is primed for a comeback. The script, while recognizing the difficulties the city has been through, reflects pride in what Detroit is capable of and emphasizes the greatness this city has in its DNA. Visually, the spot is set up like a driving tour of the city, highlighting its landmarks and its people. At the end of the spot, it is revealed that the driver/guide of this tour is Eminem. We follow Eminem inside the Fox Theatre, one of Detroit’s most celebrated landmarks, and witness an inspirational moment in which Eminem encounters a choir rehearsing a version of his song “Lose Yourself.” We felt Eminem was the perfect person to lead us on this tour because he (like Chrysler) is a Detroit native who has experienced huge success, suffered setbacks and returned stronger than ever.

At the end of the spot we reveal the new Chrysler tagline: Imported from Detroit. It leads you to believe that what is being created in Detroit right now will not only be revered by the city itself, but by the entire world.