Csler loves a good Detroit story. (Eminem! Iggy Pop! John Varvatos!) And right now, with the Detroit Tigers battling the Red Sox in the American League Championship Series, the team’s third baseman—and last year’s Triple Crown winner and AL MVP—Miguel Cabrera makes for a pretty ideal hometown hero.
In “Road to Greatness,” Doner’s new spot for the Chrysler 300 and Town & Country, starring Cabrera, Chrysler attempts to make a connection between the hard work needed to become one of baseball’s great players and the equally hard work required to make … a car.
In case the voiceover doesn’t make it clear—”The road to greatness is the same for everyone. No rest stops. No fast lanes. And definitely no shortcuts”—the imagery (a shot of the car’s leather interior cuts to the meticulous stitching on a baseball; a fan holds up an asterisk sign as “no shortcuts” intones) sure will.
It’s more than a bit heavy-handed, to be sure. But parts of the spot—namely, the actual baseball segments, whether in the form of pictures of Cabrera as a kid at home plate in Venezuela or a determined Little Leaguer diving to catch a ball—will resonate with MLB fans at home, all caught up in the excitement and the emotion of postseason play.
And it will be all the better for the brand (and the city) if, nearly 30 years after the team’s last World Series win, Cabrera and the Tigers manage to make it all the way.
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