I hate the Superbowl. No let me be clear, I hate football. I DESPISE the Superbowl. So Sunday was torture for me. Twitter, Face Book all the news channel… All my friends, EVERYONE was talking about that darn game. I just wanted it all to end.
So in my need for constant media entertainment, I went to Hulu and watched the Superbowl commercials. Some were funny, (Darth Vader, FTW) and some were not (I am talking to you Groupon!).
Yet, only one commercial moved me to tears.
Imported from Detroit
Yeah…that Chrysler “Imported from Detroit” commercial was magical. It was transformational and it made me cry. I have watched 20-30 times over the past 24 hours.
Why did it work?
They told the right story at the right time. It’s that simple. We all know the story of a town decimated by unemployment, foreclosures and an imploding auto industry. We all know the story of pain, and suffering and lack.
Chrysler took 120 second and reframed the story of Detroit and the people who live there.
It was their story. Not the story of the economists, or journalist or the politicians. It was the voice of the people. It stopped the world from defining Detroit in the negative.
It stood out the in the cacophony of flash and hype. It was powerful. For the first time in years what happened to Detroit mattered to me. I saw our connection as Americans. I understood the importance of the auto industry. I understood their struggle and I saw it as my own.
Bravo Detroit, Bravo.
That’s what a powerful story can do for your organization. That is what a powerful story can do for your cause. Detroit’s message was conveyed clearly, concisely, and compellingly.
It was the sound of an authentic story told from soul of the people living it. It was generations old and full of wisdom and ingenuity. It was rooted in history and forward looking all at the same time. It was gritty and hopeful all at once.
It showed Impact and you better believe that impact will drive income…. lots, and lots of income.
They made me cry, they made me care, they made me stand up and shout. They helped change people’s perception of the poor, unemployed and marginalized that are represented by the symbol of Detroit -and in doing that helped people change their perceptions of themselves.
And they did it all in 120 seconds.