Chrysler wants to leverage the popularity of its Super Bowl paean to Detroit and make it the rallying cry for America’s most beleaguered city.
The automaker has released a gospel version of Eminem’s “Lose Yourself ” track used on the company’s "Born of Fire" commercial and making it available for download on iTunes. Chrysler partnered with Eminem’s music publisher, Eight Mile Style LLC, to produce the gospel rendition. All proceeds, including song royalties, will be donated to three Detroit nonprofit charities: Abayomi Community Development Corp., The Yuinon, and the Robert S. Shumake Foundation.
The company has also produced an accompanying music video which picks up where the “Born of Fire” spot leaves off as Eminem exits his Chrysler 200 at Detroit’s Fox Theater and finds the "Selected of God" gospel singers. This time around, there is no Eminem and very few car shots. Wieden + Kennedy, the agency behind the Super Bowl spot, was not involved. Chrysler created the film which was shot by music video director Anthony Garth, who has also filmed "Pure Michigan" commercials for McCann Erickson.
The Detroit video focuses on the gospel singers, affiliated with Praise Tabernacle in Grosse Pointe, intertwined with images of local characters and landmarks.
Chrysler has also launched the “Imported from Detroit Project,” a website and social media initiative, which highlights events and activities that promote the city of Detroit.
The release of the new gospel track comes as Eight Mile Style announced a settlement with Audi AG over the publisher’s allegations that a new European commercial makes unauthorized use of Eminem’s “Lose Yourself” in a spot for the 2012 Audi A6 Avant. As part of that agreement, Audi said it will make contributions to “selected social projects” in Detroit.