Chrysler Ad Features J.J. Curran Crane Rental's Sign

SOUTHFIELD, Mich. (WJBK) - The City of Detroit served as the dramatic backdrop as Chrysler made a big splash with a commercial that aired during Super Bowl XLV. A local business got recognized for appearing in just two seconds of the ad, sort of.

"Our sign is iconic. We have people call us about it all the time," said Kelly Curran with J.J. Curran Crane Company.

It's in the montage, and although the name has been digitally changed to J.L. Lasser from J.J. Curran, the crane company on Fort Street is thrilled with being in the Chrysler-Eminem commercial.

"We had no idea, so I was happy to see it, and I saw it live and it was great and everybody ran to YouTube and everyone was really excited," Curran said.

As for the ad itself, it's tone, Curran said, "I thought it was great. I think anytime a large corporation tries to bring up Detroit it's all positive."

Marketing Professor Mike Bernacchi told FOX 2, "It was creative. It was simple. It was both provocative and evocative, and I think that's the key, the idea of provoking you to think, but visceral emotion came from that ad. And they weren't playing to the ad meter. They could've cared less about the ad meter. They just wanted to make a statement -- the economy's back, the auto industry's back, and guess what, Detroit's back … And to use, of course, Eminem to attract the younger audience, what a wonderful, creative combination in that ad."

As for the name change on the sign, Curran says to Chrysler use our real name, please. Go ahead, you have our permission.

Click on the video below to watch the ad in its entirety.

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