Imported From Detroit

As someone born and raised in Michigan, the poetically tragic history of Detroit has always been to me a fascinating and painful topic. Detroit was once the "arsenal of democracy" and the third largest city in America. Today, it plays host to rampant crime, struggling industry, and boasts less than half of the population it had in 1950. Half.


In any case, this is why the Chrysler ad that aired during the Superbowl is worthy of comment. Rather than attempting to portray Detroit as a quintessential American city or trying to stoke consumer allegiance by emphasizing the patriotism of buying domestic cars, Chrysler does exactly the opposite - it emphasizes Detroit's hardships and disconnect from the rest of America as the very flames that allow it to forge excellence in art and industry. The advertisement is littered with phrases like "the hottest fires make the hardest steel" and "we're from America, but this isn't New York City." Detroit's rough edges and its intimidating mystery are no longer drawbacks - they are in fact its main selling points. 


Perhaps I find this topic interesting because design and marketing are concerned with the portrayal of an image. What is Detroit's form? How will it be cast in the next century? Will it make a difference if people respect Detroit for what it is - a tough town that is finding a non-standard way to make it - rather than expecting it to be a safe, all-American "Renaissance" center as developers had imagined?


Personally, I'm conflicted about the answers to these questions. I would love to hear your thoughts.