One of the all-time best Super Bowl commercials, and certainly the best-ever ad for a car company, was aired 10 years ago during Super Bowl XLV. The ad, known both as “Born of Fire” and “Imported from Detroit,” shows Eminem rolling through the streets of Detroit. The images were not all chamber-of-commerce shiny and bright. The edge nature of the crumbling environment, a situation that led to people visiting to see the post-industrial archelogy in front of their eyes (not exactly Pompei-like ruins, but certainly not necessarily a place you’d like to take a Sunday walk). The soundtrack is an instrumental version of Eminem’s “Lose Yourself.” He is driving what was then a new Chrysler 200.
You see the Robert Graham “Monument to Joe Louis,” a sculpture that is better known around these parts as “The Fist,” which is located at the foot of Woodward at Jefferson, and you know that Detroit is not a city that is like any other.
Eminem drives the 200 to the Fox Theatre, a classic movie house opened in 1928 and completely rehabilitated by the company that owns Little Caesar’s Pizza (yes, that is from Detroit, as is Domino’s), where the marque outside reads “Keep Detroit Beautiful.” The narrator to that point had talked about how Detroit isn’t New York, Chicago, Vegas, “And we’re certainly no one’s Emerald City.”
He walks down an aisle of the theater, which has long been a music venue rather than a movie house, and on the stage there’s the Selected of God choir, wearing their Sunday robes and singing, as the instrumental “Lose Yourself” builds.
Eminem turns to the camera, accusatorially points his finger, and says, “This is the Motor City and this is what we do.”
“God damn right,” Detroiters everywhere nodded.