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Eminem looks at the camera with a choir standing behind him to speak the final line of the commercial.
|Release date(s)||February 6, 2011|
"Born of Fire", also known as "Imported from Detroit", is the television commercial that introduced the Chrysler 200 to the public. The commercial ran for the first time during Super Bowl XLV, and, at two minutes long, it is one of the longest commercials ever shown on such event.
The commercial tells the contemporary history of the city of Detroit, through the use of narrative (provided by Rockford, Michigan resident Kevin Yon) and crisp images, while juxtaposing the grimness of the city against the portrayed luxury of the car. American rapper Eminem, who is from the Detroit area, drives the Chrysler 200 through the city to the Fox Theatre, passing by several neighborhoods and landmarks. Upon arriving, he walks inside the theater to the stage, where the Selected of God choir is singing. Eminem then walks on the stage and says to the camera, "This is the Motor City, and this is what we do." An instrumental version of his song, "Lose Yourself", plays in the background throughout much of the ad, with the aforementioned choir providing additional source music. It was created by Wieden + Kennedy and has been voted by the public and the media as one of the greatest commercials of all time.
Its airing is credited with revitalizing the image of Detroit, Chrysler, and the American automotive industry.