Chrysler’s ‘Born of Fire’ Wins Emmy for Best Commercial

Third straight W+K spot to win

Headshot of Tim Nudd

Wieden + Kennedy has picked up its third straight Emmy Award for Outstanding Commercial—this time for Chrysler's "Born of Fire" Super Bowl spot starring Eminem. The two-minute spot was directed by Samuel Bayer of Serial Pictures and edited by Tommy Harden of Joint Editorial. The ad beat out five other nominees—which you can see after the jump. (Somewhat controversially, the list didn't include Volkswagen's "The Force," from Deutsch, which was arguably the best-loved spot from the Super Bowl.) Olivier Francois, CMO at Chrysler Group, said in a statement: " 'Born of Fire' was more than a commercial about the Chrysler 200, it was our anthem and signified the return of the Chrysler brand and our company. We are honored to be given this award and would like to share it with the wonderful people of Detroit who served as our inspiration and, of course, the hard-working employees of Chrysler Group LLC." W+K won the Emmy in 2010 for Old Spice's "The Man Your Man Could Smell Like" and in 2009 for Coca-Cola's "Heist." 

Chrysler 200, 'Born of Fire'
Agency: Wieden + Kennedy
Production Company: Serial Pictures

The other 2011 Emmy nominees:

American Express, 'Conan'
Agency: Ogilvy & Mather
Production Company: Hungry Man

Subaru, 'Baby Driver'
Agency: Carmichael Lynch
Production Company: RSA Films

Old Spice, 'Questions'
Agency: Wieden + Kennedy
Production Company: MJZ

Nissan Leaf, 'Polar Bear'
Agency: TBWA\Chiat\Day
Production Company: Epoch Films

McDonald's, 'Baby'
Agency: TBWA\Chiat\Day
Production Company: MJZ

@nudd Tim Nudd is a former creative editor of Adweek.