When this appeared the US auto industry was in crisis and Chrysler was the sickest of all. It was forced to revamp its product line and its business.
This commercial was a defiant statement of bold intent – it broke the mould of clever, witty car ads, taking a full break in the Super Bowl with a celebration of the motor city itself. Creatively it turns perception on its head. Weakness is turned into strength. The gritty reality of Detroit is at the core of the brand and the US motor industry. It has rediscovered its essence. It has integrity. It is real.
The theme of light patriotism is a thread we see elsewhere too.
I could nit-pick. That choir is a bit iffy and the whole thing is a bit too polished, but this is fundamentally what advertising is all about. a big brand idea rooted in a brand truth.