If there’s one thing that Detroit has going for it right now, it’s the Tigers. And if there’s one thing the Tigers always have going for them, it’s the super-dependable Miguel Cabrera, arguably the best hitter in baseball. So, if you’re a Detroit car company, just slap Miguel Cabrera in an ad and you’ve got a winner, right?
Doner (which will inevitably be mocked as “boner” in the comments section) has tapped Cabrera’s talents for their latest spot for Chrysler. Alternating between shots of Cabrera, aspiring young baseball players training, and the Chrysler Town & Country while talking about how there’s “one road to greatness” and there are “no shortcuts” whether “you’re trying to become the world’s greatest player or build the world’s greatest car” the spot pretty much sticks to a well-trodden formula. Ending with the irritatingly nonsensical “Imported From Detroit” tagline, and the better thought out #NoShortcuts hashtag, the spot certainly feels familiar.
There’s really nothing new about Doner’s approach, but as a baseball fan, the spot works for me. The background music sounds like it was taken from a “serious sports spot” stockpile somewhere and the “work hard to achieve greatness” message is certainly nothing new for Chrysler. But Miguel Cabrera isn’t just a great baseball player, he’s a seriously likable one, no matter what team you root for, with a truly photogenic swing. So despite the tired tropes of the spot, I can’t find it irritating (except for that tagline). The hometown appeal is obvious, but having people associate your product with Cabrera is a good thing, no matter where they’re from. But please Doner, work on a new tagline. Credits after the jump.
CREATIVE
Rob Strasberg, Co-CEO/Chief Creative Officer
Chuck Meehan, EVP, Executive Creative Director
Rob Legato, VP, Creative Director
David Perea, Copywriter
ACCOUNT
Craig Conrad, EVP, Account Director
Kerrin Kramer, SVP, Brand Leader
Nick Coyne, Brand Leader
PRODUCTION
Jack Nelson, SVP, Director of Broadcast Production
Diana Eagleson, Producer