The instantly recognizable opening chords of Eminem’s ‘Lose Yourself’ are the audio backdrop for the new Chrysler ‘Imported From Detroit’ commercial, which premiered during the 2011 Super Bowl.
A hardened voice-over, clearly meant to tug at America’s bootstraps, declares, “It’s the hardest fires that make the hardest steel.” Despite only featuring the opening moments of the 2002 smash hit, the tune still injects a sense of rigid constitution into the equally confident words.
We see downtown Detroit at its finest, as Eminem guides the new mid-size Chrystler 200 through the Motor City’s most visually stunning landmarks, including massive industrial complexes, post modern architecture, thriving cosmopolitans and even boarded up buildings.
Eventually stopping at the historical Fox Theatre, our Detroit tour guide addresses the camera in front of a gospel choir who are harmonizing to the accompanying track of ‘Lose Yourself.’ An artist and performer not unfamiliar with difficulties in his own right, Eminem reveals, “This is the Motor City and this is what we do.”
Reaching No. 1 in 24 charts worldwide, and winning the Detroit MC both a Grammy and an Academy Award, ‘Lose Yourself’ is, without question, Eminem’s biggest hit. Originally scored for his 2002 film ‘8 Mile,’ the single has sold over 2 million digital downloads, the first of his tracks to reach such a sales level.