After almost a week of reactions to Chrysler Group’s Super Bowl commercial, the purest, most heart-felt reaction is still the very first, from a room full of unsuspecting Chrysler Group dealers in Las Vegas.
Just hours before kickoff of Super Bowl XLVI, CEO Sergio Marchionne surprised the packed room of Chrysler, Jeep, Dodge, Ram Truck and FIAT dealers by taking the podium to open the private franchise meeting. He wanted to personally greet the dealers, thank them for their hard work, and give them a preview of Chrysler Group’s Super Bowl commercial, “It’s Halftime in America.”
“I felt that you, our dealers, who are a fundamental part of our group and key to our success, deserved this video more than anyone,” Marchionne told the dealers.
They quietly watched the video, hanging on Clint Eastwood’s every word. When the two-minute commercial ended, their reaction was immediate. A standing ovation -- as you can see below:
Courtesy of Chrysler Media
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