Five Cannes Awards for Chrysler Born of Fire

The Chrysler brand’s 2011 Super Bowl commercial, ‘Born of Fire,’ was honored Saturday with five awards at the Cannes Lions 58th International Festival of Creativity held in Cannes, France.

Four “Gold Lions” were awarded to the brand for Best Direction, Best Use of Music, Best Script, and Best Automotive Commercial. 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. Chrysler brand’s national advertising campaign was created in partnership with Wieden+Kennedy of Portland, Ore.

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“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 – Chrysler Brand and lead executive for Marketing, Chrysler Group LLC. “The ‘Born of Fire’ commercial and the ‘Imported from Detroit’ campaign describe the comeback of the Chrysler brand and truly define American luxury.”

“Born of Fire” debuted at the 2011 Super Bowl and was designed to generate a conversation about the Chrysler brand and the new 2011 Chrysler 200 sedan.

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According to the company, the two-minute commercial, which was also a Super Bowl first, ignited a spark throughout the United States, as many felt a connection to the attitude and work ethic portrayed in the scenes and narration.

The spot reflects where the brand is headed and pays tribute to its industrial roots. While the commercial focused on Detroit, in many ways, it encapsulated the spirit of the country and the comeback of the Chrysler brand and Chrysler Group.

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The Chrysler brand chose internationally known Detroiter, Eminem and his song “Lose Yourself” because the lyrics speak to the ability to do anything we set our mind to and that failure is not an option. The Chrysler brand, the company and its employees have adopted the principle that failure is not an option.

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Born of Fire also revealed the tagline for the brand, “Imported from Detroit,” created to convey the message that one does not have to cross an ocean to obtain luxury – it’s available right here and evident in the Chrysler brand product lineup.

Earlier this year, the Chrysler brand introduced “Imported from Detroit” merchandise on the brand’s website (

The collection features an array of products with the “Imported from Detroit” logo which represents the hardworking spirit captured and celebrated in the Chrysler brand’s Super Bowl commercial.

The 58th International Advertising Festival – Cannes Lions – was held June 19-25, 2011 in Cannes, France. It is a major event for worldwide advertising professionals and advertisers, and features annual advertising awards.

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