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Chrysler “Born of Fire” ad wins Emmy

by Bill Cawthon on

Chrysler’s “Born of Fire” spot, which aired during the 2011 Super Bowl, has won an Emmy. The Academy of Television Arts & Sciences awarded the 2010-2011 Creative Arts Primetime Emmy Awards for programs and individual achievements last night at the 63rd Emmy Awards presentation.

“Born of Fire” was designed to generate buzz for the Chrysler brand and specifically for the 2011 Chrysler 200. The two-minute commercial, which was also a Super Bowl first, struck home with viewers who felt a connection to the attitude and work ethic portrayed in the scenes and narration.

Chrysler chose Detroiter Eminem and his Oscar-winning song “Lose Yourself” because the lyrics speak to the ability to do anything we set our mind to. Eminem, who will turn 39 next month, born Mashall Bruce Mathers III in St. Louis, Missouri, moved to Warren, Michigan when he was twelve and grew up in the Detroit area.

“Born of Fire” also introduced the “Imported from Detroit” theme that has become a company trademark.

Bill Cawthon grew up in the auto industry in the 1950s. His Dad worked for Chrysler and Bill spent a number of Saturdays down on the plant floor at Dodge Main in Hamtramck. Bill is also the U.S. market correspondent for, a British auto industry publication, and a member of the Texas Auto Writers Association, which has named the Jeep Grand Cherokee the “SUV of Texas” several times and named the Ram 1500 as the “Truck of Texas” two years running.

Bill has owned five Plymouths (including the only 1962 “Texan”), one Dodge and one Chrysler and is still trying to figure out how to justify a Wrangler. He also has owned at least one of every 1:87 scale model of a Chrysler product. You can reach him directly at (206) 888-7324 or by using the form.

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