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| {{Infobox film | {{Infobox film | ||
| | name = |
| name = Halftime in America | ||
| | image = | | image = | ||
| | director = ] | | director = ] | ||
| | studio = | | studio = | ||
| | writer = ] | | writer = ] | ||
| | starring = ] | | starring = ] | ||
| | cinematography = | | cinematography = | ||
| | editing = | | editing = | ||
| | distributor = ] | | distributor = ] | ||
| | released = |
| released = {{Film date|2012}} | ||
| | runtime = 2 minutes 0 seconds | | runtime = 2 minutes 0 seconds | ||
| | country = |
| country = United States | ||
| | language = English | | language = English | ||
| | budget = | | budget = | ||
| }} | }} | ||
| '''Halftime in America''' (alternately, '''It's Halftime in America''') is an |
'''''Halftime in America''''' (alternately, '''''It's Halftime in America''''') is an American ] aired in February 2012 during ] of ]. Produced by ]-based ] ] for ], it features ] speaking, and narrating, an account of the American automobile industry rebounding after the ], as pictures of American workers appear onscreen.<ref name="inspires"/> | ||
| The advertisement, described as "grim" in tone, is a two-minute montage of video scenes showing "ordinary Americans" |
The advertisement, described as "grim" in tone, is a two-minute montage of video scenes showing "ordinary Americans" at first despairing, then in solidarity with another, and finally hopeful. It closes with a close-up of Eastwood's face, and then the "Imported from Detroit" logo first introduced in ]'s 2011 Super Bowl ].<ref name="pineapple">{{cite magazine|magazine=] |url=https://entertainment.time.com/2012/02/07/clints-chrysler-ad-from-the-director-of-pineapple-express/|title=Clint's Chrysler Ad: From the Director of Pineapple Express|first=Richard|last= Corliss |author-link=Richard Corliss |date=February 7, 2012}}</ref> | ||
| ==Production== | ==Production== | ||
| The commercial was filmed in the ], ] and ], with ] from ]<ref name="ap"/> and ].<ref name="nation"/> | The commercial was filmed in the ], ], and ], with ] from ]<ref name="ap">{{cite news|date=February 6, 2012|title=Halftime in America' ad creates political debate|agency=Associated Press|publisher=Fox News|url=https://www.foxnews.com/us/halftime-in-america-ad-creates-political-debate/}}</ref> and ].<ref name="nation"/> | ||
| ==Script== | ==Script== | ||
| The script of this ad was prepared by Kevin Jones, Smith Henderson and Matthew Dickman. It is as follows: | The script of this ad was prepared by Kevin Jones, ] and Matthew Dickman. It is as follows:<blockquote>It's halftime. Both teams are in their locker room discussing what they can do to win this game in the second half. It's halftime in America, too. People are out of work and they're hurting. And they're all wondering what they're going to do to make a comeback. And we're all scared, because this isn't a game. | ||
| It's halftime. Both teams are in their locker room discussing what they can do to win this game in the second half. It's halftime in America, too. People are out of work and they're hurting. And they're all wondering what they're going to do to make a comeback. And we're all scared, because this isn't a game. | |||
| The people of Detroit know a little something about this. They almost lost everything. But we all pulled together, now Motor City is fighting again. I've seen a lot of tough eras, a lot of downturns in my life. And, times when we didn't understand each other. It seems like we've lost our heart at times. When the fog of division, discord, and blame made it hard to see what lies ahead. But after those trials, we all rallied around what was right, and acted as one. Because that's what we do. We find a way through tough times, and if we can't find a way, then we'll make one. | The people of Detroit know a little something about this. They almost lost everything. But we all pulled together, now Motor City is fighting again. I've seen a lot of tough eras, a lot of downturns in my life. And, times when we didn't understand each other. It seems like we've lost our heart at times. When the fog of division, discord, and blame made it hard to see what lies ahead. But after those trials, we all rallied around what was right, and acted as one. Because that's what we do. We find a way through tough times, and if we can't find a way, then we'll make one. | ||
| All that matters now is what's ahead. How do we come from behind? How do we come together? And, how do we win? Detroit's showing us it can be done. And, what's true about them is true about all of us. This country can't be knocked out with one punch. |
All that matters now is what's ahead. How do we come from behind? How do we come together? And, how do we win? Detroit's showing us it can be done. And, what's true about them is true about all of us. This country can't be knocked out with one punch. We get right back up again and when we do the world is going to hear the roar of our engines. Yeah, it's halftime America. And, our second half is about to begin.</blockquote> | ||
| ==Public reaction== | ==Public reaction== | ||
| The commercial became a ], and was compared to the |
The commercial became a ], and was compared to the ] commercial in ]'s ].<ref name="inspires">{{cite news|publisher=San Francisco Chronicle|url=http://www.sfgate.com/cgi-bin/article.cgi?f=/c/a/2012/02/09/MNH71N4QQC.DTL#ixzz1m0KAR5ui|title=Eastwood 'halftime in America' ad inspires debate|first=Carla|last=Marinucci|date=February 10, 2012}}</ref> | ||
| The ad drew criticism from several leading U.S. ], who saw the commercial as an endorsement of the ] of 2008 and 2009 that helped steer Chrysler out of bankruptcy protection.<ref name="ap" /> They also suggested that its messaging implied that President ] deserved a second term in office and, as such, was political payback for Obama's support for the federal bailout.<ref>{{cite news|last=Monroe|first=Bryan|date=February 6, 2012|title=Were politics buried inside Eastwood's 'Halftime' commercial?|publisher=CNN|url=http://articles.cnn.com/2012-02-06/politics/politics_eastwood-ad-politics_1_chrysler-ad-halftime-show-america-auto-industry?_s=PM:POLITICS|url-status=dead|access-date=April 29, 2012|archive-url=https://web.archive.org/web/20120624062810/http://articles.cnn.com/2012-02-06/politics/politics_eastwood-ad-politics_1_chrysler-ad-halftime-show-america-auto-industry?_s=PM%3APOLITICS|archive-date=June 24, 2012}}</ref> ] ] ], who had been opposed to the automotive bailout,<ref name="inspires"/> said he was "offended" by it, and called it a sign of ].<ref>{{cite news|last1=Peters|first1=Jeremy W.|last2=Rutenberg|first2=Jim|date=February 7, 2012|title=Republicans See Politics In Chrysler Super Bowl Ad|page=A13|newspaper=]|url=https://www.nytimes.com/2012/02/07/us/politics/republicans-see-politics-in-chrysler-super-bowl-ad.html|url-access=|accessdate=September 5, 2015}}</ref><ref>{{cite news|last1=Bennett|first1=Jeff|last2=Vranica|first2=Suzanne|date=February 9, 2012|title=Corporate News: Super Bowl Ad Goes to OT --- Chrysler, Dealers Deny 'Halftime' Ad Was Political; Furor Draws Web Shoppers|page=B2|newspaper=]}}</ref><ref>{{cite news|last=Weiner|first=Rachel|date=February 6, 2012|title=Karl Rove 'offended' by Clint Eastwood's Chrysler ad|newspaper=]|url=https://www.washingtonpost.com/blogs/the-fix/post/karl-rove-offended-by-clint-eastwoods-chrysler-ad/2012/02/06/gIQAYt3HuQ_blog.html|accessdate=September 5, 2015}}</ref><ref>{{cite news|last=Rivoli|first=Dan|date=February 6, 2012|title=Clint Eastwood Super Bowl Ad is Chrysler's Pay Back for Auto Bailout: Karl Rove|newspaper=]|url=http://www.ibtimes.com/clint-eastwood-super-bowl-ad-chryslers-pay-back-auto-bailout-karl-rove-406474|accessdate=September 6, 2015}}</ref><ref>{{cite news|last=Horsey|first=David|date=February 8, 2012|title=Clint Eastwood's Super Bowl ad riles Karl Rove|newspaper=]|url=https://www.latimes.com/politics/la-xpm-2012-feb-08-la-na-tt-eastwood-rove-20120207-story.html|archive-url=https://web.archive.org/web/20160814122502/http://articles.latimes.com:80/2012/feb/08/nation/la-na-tt-eastwood-rove-20120207|archive-date=August 14, 2016|url-status=live|access-date=September 7, 2015}}</ref> Asked about the criticism in a '']'' interview with ], Sergio Marchionne, the CEO of Chrysler at the time, responded "just to rectify the record I paid back the loans at 19.7% Interest. I don't think I committed to do to a commercial on top of that" and characterized the ] reaction as "unnecessary and out of place".<ref>{{cite interview|last=Marchionne|first=Sergio|subject-link=Sergio Marchionne|interviewer=Steve Kroft|title=Sergio Marchionne: Resurrecting Chrysler|url=http://www.cbsnews.com/8301-18560_162-57403925/sergio-marchionne-resurrecting-chrysler/|archive-url=https://web.archive.org/web/20120326083745/http://www.cbsnews.com/8301-18560_162-57403925/sergio-marchionne-resurrecting-chrysler/|url-status=dead|archive-date=March 26, 2012|access-date=July 30, 2012|work=60 Minutes|publisher=CBS News|date=March 25, 2012|page=3}}</ref> | |||
| ⚫ | Additional discussion focused on a short scene in the commercial filmed at an evening protest held by members of a local education union at the ] during the ].<ref name="nation">{{Cite news |last=Nichols |first=John |date=2012-02-06 |title=Chrysler Super Bowl Ad Edits Out Wisconsin Union Signs |url=https://www.thenation.com/article/archive/chrysler-super-bowl-ad-edits-out-wisconsin-union-signs/ |access-date=2023-04-19 |issn=0027-8378}}</ref> For the commercial, video frames were ] to replace pro-union, pro-public education messages on the picket signs, during a segment where Clint Eastwood's "gravely voice intones 'the fog, division, discord, and blame made it hard to see what lies ahead.{{'"}}<ref name="BagNews">{{Cite web |date=2012-02-07 |title=Reading the Pictures: The Clint Eastwood Chrysler 'Halftime in America' Controversy, and the Doctored Wisconsin Footage |url=https://www.huffpost.com/entry/chrysler-superbowl-ad_b_1260740 |access-date=2023-04-19 |website=]}}</ref> | ||
| ==Controversy== | |||
| ⚫ | Additional discussion focused on a scene in the commercial |
||
| In the original video covering the ] by Madison photographer Matt Wisniewski, a short scene (at the 2:17 mark) from an evening rally at the Wisconsin Capitol features images of signs held by members of Madison Teachers Inc. (MTI), a local education union that was highly visible in the protests.<ref name="nation">Nichols, John (2012) "Chrysler Super Bowl Ad Edits Out Wisconsin Union Signs." The Nation, February 6, 2012 http://www.thenation.com/blog/166082/chrysler-super-bowl-ad-features-wisconsin-union-rally-edits-out-union-signs</ref> After Chrysler's ad agency edited the footage for the commercial, the signs with messages such as "Care about educators like they care for your child"; "Solidarity!"; and "Stop the attack on public education" had been replaced with out of context messages that would disguise the identity of the movement to which this protest belonged.<ref name="BagNews"/> | |||
| ==External links== | |||
| * - official page <!-- this URL will likely change so a permalink is preferable --> | |||
| ==References== | ==References== | ||
| {{reflist}} | {{reflist}} | ||
| {{Super Bowl commercials}} | |||
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Latest revision as of 06:00, 17 November 2024
2012 American film
| Halftime in America | |
|---|---|
| Directed by | David Gordon Green |
| Written by | Matthew Dickman |
| Starring | Clint Eastwood |
| Distributed by | Chrysler |
| Release date |
|
| Running time | 2 minutes 0 seconds |
| Country | United States |
| Language | English |
Halftime in America (alternately, It's Halftime in America) is an American television commercial aired in February 2012 during halftime of Super Bowl XLVI. Produced by Portland, Oregon-based advertising agency Wieden+Kennedy for Chrysler, it features Clint Eastwood speaking, and narrating, an account of the American automobile industry rebounding after the Great Recession, as pictures of American workers appear onscreen.
The advertisement, described as "grim" in tone, is a two-minute montage of video scenes showing "ordinary Americans" at first despairing, then in solidarity with another, and finally hopeful. It closes with a close-up of Eastwood's face, and then the "Imported from Detroit" logo first introduced in Chrysler's 2011 Super Bowl advertisement.
Production
The commercial was filmed in the Los Angeles Memorial Coliseum, New Orleans, and Northern California, with archival footage from Detroit and Madison, Wisconsin.
Script
The script of this ad was prepared by Kevin Jones, Smith Henderson and Matthew Dickman. It is as follows:
It's halftime. Both teams are in their locker room discussing what they can do to win this game in the second half. It's halftime in America, too. People are out of work and they're hurting. And they're all wondering what they're going to do to make a comeback. And we're all scared, because this isn't a game.
The people of Detroit know a little something about this. They almost lost everything. But we all pulled together, now Motor City is fighting again. I've seen a lot of tough eras, a lot of downturns in my life. And, times when we didn't understand each other. It seems like we've lost our heart at times. When the fog of division, discord, and blame made it hard to see what lies ahead. But after those trials, we all rallied around what was right, and acted as one. Because that's what we do. We find a way through tough times, and if we can't find a way, then we'll make one.
All that matters now is what's ahead. How do we come from behind? How do we come together? And, how do we win? Detroit's showing us it can be done. And, what's true about them is true about all of us. This country can't be knocked out with one punch. We get right back up again and when we do the world is going to hear the roar of our engines. Yeah, it's halftime America. And, our second half is about to begin.
Public reaction
The commercial became a viral video, and was compared to the Morning in America commercial in Ronald Reagan's 1984 presidential campaign.
The ad drew criticism from several leading U.S. conservatives, who saw the commercial as an endorsement of the United States automotive bailout of 2008 and 2009 that helped steer Chrysler out of bankruptcy protection. They also suggested that its messaging implied that President Barack Obama deserved a second term in office and, as such, was political payback for Obama's support for the federal bailout. Republican political consultant Karl Rove, who had been opposed to the automotive bailout, said he was "offended" by it, and called it a sign of Chicago-style politics. Asked about the criticism in a 60 Minutes interview with Steve Kroft, Sergio Marchionne, the CEO of Chrysler at the time, responded "just to rectify the record I paid back the loans at 19.7% Interest. I don't think I committed to do to a commercial on top of that" and characterized the Republican reaction as "unnecessary and out of place".
Additional discussion focused on a short scene in the commercial filmed at an evening protest held by members of a local education union at the Wisconsin State Capitol during the 2011 Wisconsin protests. For the commercial, video frames were digitally edited to replace pro-union, pro-public education messages on the picket signs, during a segment where Clint Eastwood's "gravely voice intones 'the fog, division, discord, and blame made it hard to see what lies ahead.'"
References
- ^ Marinucci, Carla (February 10, 2012). "Eastwood 'halftime in America' ad inspires debate". San Francisco Chronicle.
- Corliss, Richard (February 7, 2012). "Clint's Chrysler Ad: From the Director of Pineapple Express". Time.
- ^ "Halftime in America' ad creates political debate". Fox News. Associated Press. February 6, 2012.
- ^ Nichols, John (February 6, 2012). "Chrysler Super Bowl Ad Edits Out Wisconsin Union Signs". ISSN 0027-8378. Retrieved April 19, 2023.
- Monroe, Bryan (February 6, 2012). "Were politics buried inside Eastwood's 'Halftime' commercial?". CNN. Archived from the original on June 24, 2012. Retrieved April 29, 2012.
- Peters, Jeremy W.; Rutenberg, Jim (February 7, 2012). "Republicans See Politics In Chrysler Super Bowl Ad". The New York Times. p. A13. Retrieved September 5, 2015.
- Bennett, Jeff; Vranica, Suzanne (February 9, 2012). "Corporate News: Super Bowl Ad Goes to OT --- Chrysler, Dealers Deny 'Halftime' Ad Was Political; Furor Draws Web Shoppers". The Wall Street Journal. p. B2.
- Weiner, Rachel (February 6, 2012). "Karl Rove 'offended' by Clint Eastwood's Chrysler ad". The Washington Post. Retrieved September 5, 2015.
- Rivoli, Dan (February 6, 2012). "Clint Eastwood Super Bowl Ad is Chrysler's Pay Back for Auto Bailout: Karl Rove". International Business Times. Retrieved September 6, 2015.
- Horsey, David (February 8, 2012). "Clint Eastwood's Super Bowl ad riles Karl Rove". Los Angeles Times. Archived from the original on August 14, 2016. Retrieved September 7, 2015.
- Marchionne, Sergio (March 25, 2012). "Sergio Marchionne: Resurrecting Chrysler". 60 Minutes (Interview). Interviewed by Steve Kroft. CBS News. p. 3. Archived from the original on March 26, 2012. Retrieved July 30, 2012.
- "Reading the Pictures: The Clint Eastwood Chrysler 'Halftime in America' Controversy, and the Doctored Wisconsin Footage". HuffPost. February 7, 2012. Retrieved April 19, 2023.
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