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Eminem starred in two commercials during Super Bowl XLV Sunday, and one of the ads has been described as one of the most memorable of the entire FOX broadcast.
The Detroit-born hip-hop artist, who provided narration for a clay figure of himself for Lipton Brisk iced tea in a separate commercial, starred in an ad to promote the auto industry and the greatness of his hometown.
The two-minute plug featuring Eminem’s Academy Award-winning song “Lose Yourself” in the background was the longest in the history of the Super Bowl, MTV acknowledges.
The commercial begins with Eminem driving the Chrysler 200 model while a narrator describes the true story of the city. Eminem parks the vehicle outside the Fox Theater before entering the venue and listening to a gospel choir.
“This is the Motor City. And this is what we do,” Eminem said at the conclusion of the ad, MLive.com reports.
Chrysler opted to invest in branding by purchasing some of the most costly advertising space available. 30-second commercials cost approximately $3 million, but the automaker’s spot lasted nearly four times longer than most Super Bowl ads.
“Did you see that Chrysler 200 ad featuring Eminem and #Detroit? Woot!” former governor Jennifer Granholm tweeted. “That’s what I’m talking about! #sb45.”