Enough is Enough.
I was watching the Superbowl with some friends here in Boston and none of them had ever been to Detroit before, yet Detroit’s reputation certainly preceded it. When the Chrysler/Eminem commercial aired, I knew right away Detroit was featured. Several of my friends asked me about it and then remarked that the city “looks better than expected.” Of course it did. The commercial promoted Chrysler and Eminem – 2 Detroit exports - and thus the commercial promoted Detroit itself. The advertising gurus aren’t exactly going to use negative images and, in turn, expect to keep their jobs. However, my Facebook, Twitter, and Google Talk statuses have blown up with an influx of comments like “That commercial was amazing for the city.”
I want to say that I have no issue with Chrysler or Eminem or the ad. It was great. It was artistic. It succeeded in its catchiness and promoted the American auto industry. But for some reason I am uncomfortably irked by all of the love the ad is getting. I’ve always had issues with people living out of Detroit claiming they live in Detroit, but the outpouring of support for the city via this ad is too much…Stop, please!
1. The shots of Detroit-City all occurred within about 2 city blocks. That is a fact. The proponents of this commercial will say it showcased the highlights of Detroit. I agree. And then I would point out to those proponents that it’s kind of sad that they just about maxed out on filmable landmarks in the entire city. Honestly I don’t know where else they could have filmed that would have been widely viewed as “positive”. So congratulations, you used all positive areas of Detroit in a 30 second commercial. And the factories of course were shown too, but what about all of the people that have lost their jobs and factories that have closed because of Detroit’s reliance and dependence on the auto industry? Were they featured?
2. Chrysler had no choice but to show Detroit in an incredibly censored light. I realize they could have used any number of ad ideas and they chose to run with this one, but in doing so what other images of Detroit were they supposed to use? The crumbling buildings that populate the blocks bordering those shown in the ad? The political corruption that has hindered the city since the 1960s? The raging violent crime rate? The abandoned streets? The lack of diversity in industry and business? The failing school system? No. Back to the previous point, this ad promoted Detroit as much as it promoted Chrysler and Eminem; and apparently made many Michiganders forget why they don’t live in or even regularly visit Detroit. Props to the Mad Men and Women behind this ad. You definitely succeeded.
3. The people who “love” this commercial, as I mentioned, do not live in Detroit. They live in Livonia, Novi, Royal Oak, and Ferndale; and many people have even left the state but still posted how great the ad was for the city. If Detroit is so great and this commercial, as one writer puts it, “ Shows all the greatness that Detroit doesn’t get credit for,” then why does no one posting about the greatness of this ad live in the city? This is the problem with Detroit - nobody lives there. You know why? Because it is a dangerous, decrepit, down trodden city. Nobody wants to live there. The Facebook comments about how great the commercial is for the city don’t help matters either. If you want to help the city: move there, live there, raise your kids there, and get involved there. There is a reason that most cities provide a central population for an area and the population disperses the further one travels from the city center. Most cities have vibrant, exciting neighborhoods, economy, and nightlife with a few rough patches and then beyond the city lay the less densely populated suburbs. Detroit is the exact opposite. The city is sparsely populated and the suburbs are densely populated. Why? Because the city is as good as the Chrysler commercial makes it seem? No. It’s worse. A lot worse. And no one who stayed in Michigan or left Michigan still do not want to live in Detroit despite this commercial. Stop pretending that you love Detroit, if you did the housing prices are reasonable and you can move there. But you won’t. That is a fact.
4. What about this ad was actually “good” for Detroit? The ad consisted of a Chrylser – a car Eminem would not likely drive, by the way – rolling through a few blocks of the city. Essentially that was it. I’ll admit the imagery and song worked well together and were both gripping; but what was good for Detroit? The only plausible answer I’ve conjured is that it wasn’t negative. Unfortunately this is the point Detroit has reached – any non-negative image is a positive image. I think that if this commercial were filmed in any other city there would be an absence of, or certainly a lot less, vigor in pointing out how great the commercial is for the city. Detroit is so used to its negativity grabbing headlines that a non-negative image is being confused with an overtly positive image. I’m not trying to get into a philosophical debate about what isn’t negative must be positive, but I will say that it is sad that Metro-Detroiters confuse non-negative with positive.
I really hope this post does not come off as me bashing Detroit. I loved the city. I worked there for awhile, was born and lived in Dearborn (Detroit’s westward neighbor) , and frequented the city often – i.e not just for sporting events, concerts, or casino nights. But like a helpless swimmer in the ocean’s vicious rip tide, Detroit cannot seem to make up ground in the vicious cycle and history that lie beneath it. That is the reality of the city’s situation. Although I think Detroit gets a lot of negative press and attention that it doesn’t deserve, it is indeed a troubled city with a laundry list of issues several decades old. My point in this post is only that people have to stop with the ridiculously phony comments about how amazing this Chrysler ad was for the city and how it highlighted the true Detroit, the good Detroit, the real Detroit. We all know the real Detroit does not make for good advertising, so please stop kidding yourselves. I hope one day it does, but 2.6.11 was not that day.