Super Bowl Ad

http://www.youtube.com/watch?v=SKL254Y_jtc
Like many Americans on the first Sunday in February, I was watching Superbowl XLV between the Green Bay Packers and the Pittsburgh Steelers.  Over the years, the Superbowl has become the most watched event on television; almost everyone in the world tunes in to watch Superbowl Sunday.  As a result of its superior viewership, many companies choose to develop their most expensive as well as entertaining commercial advertisements for the big event.
This year's Superbowl ad campaign was no different.  Companies such as Doritos and Pepsi were dishing out their best advertisements left and right during the event.  One commercial that captured my attention was Chrysler's ad for their new and improved line of Chrysler vehicles.  The commercial starts out very gray and gloomy, portraying the different landmarks of their main hub of Detroit, Michigan.  The scene is followed by a deep and subtle voice that questions what does a city that has been to "hell and back" know about engineering and designing a luxury sedan.  The voice later begins to explain how the city of Detroit, against what critics may say otherwise, is capable of producing fine machinery through hard work and dedication and who the product is for is just as important as where the product is being manufactured.  The narrator begins to compare Detroit to other efficient American cities such as New York City, the "Windy City" (Chicago), "Sin City" (Las Vegas), and "Emerald City" (Seattle).  Throughout the commercial is the famous rapper Eminem who is a native of Detroit driving around the city in a black and shiny Chrysler 200 sedan while his hit single "Lose Yourself" is being played in the background.
This particular uses the appeal of logos, quotations and statistics, as well as ethos, an appeal to authority or other significant figure.  In this case, the ad uses logos with the narrator comparing the city of Detroit which has become one of the more premier American industrial cities in recent past to the actual Chrysler brand.  The ad uses ethos by using a high profile rapper who happens to be from the city of Detroit and one of his most recognizable songs to promote the vehicle.  I thought this ad was very creative in terms of drawing the audience's attention which is directed towards fine and classy Americans who love to drive fancy cars.  It also gave a perspective of no matter where something may come from, it is about quality and whom the product is for.