Cannes, France – Chrysler’s edgy 2011 Super Bowl commercial, ‘Born of Fire,’ was honored with five awards at the Cannes Lions 58th International Festival of Creativity held in Cannes, France.
The four Gold Lions were awarded to the brand for Best Direction, Best Use of Music, Best Script, Best Automotive Commercial and Best Editing.
The brand also took home a Bronze Lion for Best Editing.
Cannes Lions is the world's leading celebration of creativity in communications where over 24,000 entries from all over the world are showcased and judged.
“The Chrysler Brand is humbled to be awarded with such a prestigious honor at the Cannes Lions International Festival of Creativity,” said Olivier Francois, president and CEO of the Chrysler brand and lead executive for marketing, Chrysler Group LLC.
“The ‘Born of Fire’ commercial and the ‘Imported from Detroit’ campaign describes the comeback of the Chrysler brand and truly defines American luxury.”
One of the most talked about commercials in the days following this year’s Super Bowl, the Chrysler spot featured rapper Eminem behind the wheel of a 200 driving through the streets of Detroit.
The company noted the spot pays tribute to its industrial roots while at the same time showcasing the luxury Chrysler said is included in the new 200 sedan.
It was also the launch point for the new brand tagline, “Imported from Detroit,” the company believed it conveyed the message that one does not have to cross an ocean to obtain luxury.