Chrysler and Eminem's Epic Salute to Detroit and Its Auto Industry

A look back at W+K's 2011 spot 'Born of Fire'

It remains one of the most powerful films ever aired on the Super Bowl—the two-minute "Born of Fire" spot from Wieden+Kennedy for Chrysler, featuring Eminem and a cast of Detroit locals defiantly putting the U.S. automotive industry back on the map. In our latest Super Bowl Classics video, we revisit the 2011 masterpiece to learn the origins of the anthem as well as its remarkable legacy.


  • Susan Credle, Global Chief Creative Officer, FCB
  • Rob Reilly, Global Chief Creative Officer, WPP 
  • Daymond John, CEO, FUBU and The Shark Group  
  • Matt Wallaert, Behavioral Science Expert
  • Tim Nudd, Editor in Chief, Clio Awards and Muse by Clio

See more episodes of our series below:

Always 'Like a Girl,' From Online Viral Hit to Super Bowl Champion

The Sad, Somber Hilarity of's 'When I Grow Up'

The Enduring Charm of Coke's Mean Joe Greene Ad

The Night Alexa Lost Her Voice but Spoke Louder Than Ever

Eli Manning on His NFL Ad and Those Sweet Dirty Dancing Moves

The NFL's Epic Super Bowl Ad That Was 100 Years in the Making

When Every Ad Was a #TideAd: How P&G Hijacked the Super Bowl

Nothing but Net: Jordan and Bird's Epic Showdown for McDonald's

How Reebok's Terry Tate Smashed His Way Into Super Bowl History

Cindy Crawford for Pepsi: Two Icons, One Perfect Super Bowl Ad

Budweiser's 'Puppy Love' ... the Cutest Super Bowl Ad Ever?

How Doritos and Mountain Dew Created a Rap Battle for the Ages

Betty White and Snickers: A Match Made in Super Bowl Heaven

Advertise With Us

Featured Clio Award Winner



The best in creativity delivered to your inbox every morning.