The One Show

The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.

2012 One Show - Advertising

Halftime America

Agency Wieden + Kennedy, Portland / Portland

Client Chrysler Group LLC
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Annual ID

12409T

About the Work

In 2011, Chrysler?s ?Born of Fire? commercial introduced the tagline "Imported from Detroit" and talked about the determination of a city most had already written off.
It was a rallying cry for Chrysler, the city of Detroit and the entire American auto industry.
One year later, Chrysler is posting record profits, Detroit?s sports teams are winning again and there is an air of optimism and pride in the Motor City.
But in 2012, this country is divided. We felt that Detroit?s new found spirit could help show America the way.
With 111,000,000 people watching the Super Bowl halftime show, we took this opportunity to give the nation a halftime speech.
One of optimism, of the opportunity ahead and the greatness we will achieve if we work as one. If we unite the states of America.