Detroit City Limits

A new generation of agencies is striving to redefine the auto industry

In the first six weeks after Chrysler launched its “Imported From Detroit” commercial on the Super Bowl, the Wieden + Kennedy spot generated nearly 10 million views on YouTube alone. Never mind that it was made by a Portland, Ore., agency for a company run by Italian Fiat executives who have been moving Chrysler’s manufacturing base to Mexico. The original two-minute commercial struck a patriotic chord, offering a defiant response to the city’s—and its eponymous industry’s—demonized image in popular media.