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News:
Eminem's manager overwhelmed by reaction to Chrysler ad
 

By GARY GRAFF
of the Oakland Press

» See more SOUND CHECK

Immediately after Eminem's Chrysler 200 ad aired during Super Bowl XLV Sunday night, Paul Rosenberg was overwhelmed with reaction.

“The e-mails and texts stared pouring in. Facebook started reacting. Everyone all over Twitter was talking about it,” says the rapper's Oakland County-raised, New York-based manager. “Everyone from friend and family to people I know that are part of the Detroit Diaspora ... were sending me e-mails, calling me: ‘I got goosebumps.’ ‘I shed a tear.’ ‘You guys don't know what you've done.'

“It's just been amazing. We thought people were going to be pleased, but I don't know if we thought it was going to be as ecstatic of a reaction as it's been. It's really been pretty electric. I haven't seen something like this in quite some time.”

Rosenberg says Eminem — real name Marshall Mathers III — was just as surprised by the response to the ad, a two-minute, pro-Detroit message that depicts him driving around the city while the musical bed from his Grammy and Academy Award-winning 2002 hit “Lose Yourself” plays and a narrator extols its virtues. Arriving at the Fox Theatre, in front of a singing choir, he declares, “This is the Motor City. This is what we do.”

“He's really thrilled,” Rosenberg says. “He's always sort of cautious in his own judgment about things he's involved in or creates until they're really introduced to the world and he's got a chance to see how (people) react to them. He's very pleased with the reaction.”

Rosenberg says Chrysler initially approached him around Thanksgiving about using “Lose Yourself” as part of its campaign to launch the new 200 model during the Super Bowl broadcast. As the discussion for what became a reported $8 million ad continued, he says, “we came up with the idea that maybe it made sense to actually have Em be in the spot — not as an Eminem commercial but to put him in the spot as sort of a visual key to the parallel paths the city of Detroit and hopefully the automotive companies are taking, that are similar to (Eminem) in his own life.

“You can draw the parallels of him going through his struggles, standing up and taking control of his situation and fighting through it and coming up a better man on the other side. It's a parallel that we drew between himself and the city of Detroit and the automotive companies,” Rosenberg said.

Eminem, whose portion of the ad was filmed during January, was enthusiastic when presented with the idea.

“It was mainly because he thought that there was no way this wasn't going to be a positive thing for Detroit,” Rosenberg explains. “For the city to be seen in a good light in front of that many people with a positive message, it was something he felt like he couldn't not do.”

Edited versions of the Super Bowl spot will continue to air, while Rosenberg says discussions are continuing about future opportunities with Chrysler. Eminem also appeared, via claymation, in a Super Bowl ad for Lipton Brisk iced tea.

The positive response to the Super Bowl ad also provided a strong kickoff for Eminem's Grammy Awards week. The recipient of 11 previous Grammys, he's nominated for a field-leading 10 at this year's ceremony, which takes place at 8 p.m. Sunday in Los Angeles. Eminem will also perform as part of the telecast, which airs on CBS (WWJ-TV in Detroit).

Send your thoughts and comments to Gary Graff

 



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