As you may recall, the American auto industry began to crumble during 2008. With the belief that there were no other options, the auto industry asked the US government for help. Of the big three, the White House’s auto industry task force deemed that Chrysler was “not viable as a stand alone company.” In the end, Chrysler would be bailed out and saved by a US government-backed loan along with a new partnership with Fiat. In the first 18 months of business, Chrysler redesigned 16 products across all four of their brands-Jeep, Ram, Dodge and Chrysler. Come early 2011, the Chrysler brand was ready to win back the American public with three new products. Chrysler had to comeback with no loyalty to leverage and no eager buyers waiting to see what was coming. The challenge was huge. Chrysler had one chance to tell their comeback story. The message had to keep the public’s eye on Chrysler’s future, not the past – to see the possibility, the energy and the will to win of Chrysler. Our insight was that the very city that was holding us back would be the source of what could save us. If we could bring back Detroit, then we could bring back Chrysler’s rightful place within it. Our goal was to instill pride in buying American once again. On February 6, 2011, Chrysler used the Super Bowl to air a two-minute anthem with 111 million people watching. The commercial known as, “Born of Fire,” launched Chrysler’s comeback and captivated the American public. As a result, we achieved a PR extravaganza and Chrysler search and sales skyrocketed.