One of the most popular Super Bowl advertisements last night was the Chrysler ad featuring Clint Eastwood, titled “Halftime in America.”
The spot is supposed to be encouraging, as it focuses on the resilience of Detroit. “It’s halftime. Both teams are in their locker room discussing what they can do to win this game in the second half,” Eastwood says in the spot. “It’s halftime in America, too. People are out of work and they’re hurting. And they’re all wondering what they’re going to do to make a comeback. And we’re all scared, because this isn’t a game.The people of Detroit know a little something about this. They almost lost everything. But we all pulled together, now Motor City is fighting again.”
But contrary to what the might ad suggest, the spot was actually filmed in New Orleans and Los Angeles. “Yes, part of it was filmed in New Orleans . . . and some was filmed in various parts—such as Los Angeles,” Dianna Gutierrez said. She specifically points to the tunnel scenes as being taken at the Los Angeles Memorial Coliseum, while the stadium shots were in New Orleans.
Asked whether any part of the ad was filmed in Detroit, Gutierrez said that previously taken footage from various parts of the Motor City was used. No image of Detroit was shot for the specific use in this ad.
“Detroit’s showing us it can be done. And, what’s true about them is true about all of us,” Eastwood says in the ad. “This country can’t be knocked out with one punch. We get right back up again and when we do the world is going to hear the roar of our engines. Yeah, it’s halftime America. And, our second half is about to begin.”
Yet, while Detroit’s comeback might be the message of Eastwood’s ad, its physical imagery comes from New Orleans and Los Angeles.