Detroit City Limits

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

Learn how the creator economy is transforming the marketing landscape, and how to cultivate partnerships to grow engaged communities at Social Media Week: The Creatorverse, May 16–18 in NY. Register now to secure your early bird pass.


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.

AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in