Like a lot of people I thought that Crysler's Superbowl spot "Imported From Detroit" was brilliant. I still think it's a compelling and heart-felt portrayal of hope. And of course, Crysler upped their ante in the street-cred department by not only featuring the soundrack to "8 Mile" but also showing Eminem driving the 2011 Crysler 200 - a car that looks badass on its own, even if it doesn't fit my personal aesthetics. Needless to say, I was almost moved to tears.
But then I came across a link that Eric Asimov from The New York Times Tweeted a couple of days ago with images of a dilapidated Detroit. We're all aware of the economic hardships that Motown has suffered in the last fifteen years or so, but watching "Mike and Me" couldn't prepare me for what I saw. The photographs from the French design website,Ma Revue, made me so sad that this time I actually did cry.
I wondered, how can a city have such little regard for their architectural history and cultural heritage? One of the photographs was from the Vanity Dancehall, which despite the fact it opened in 1929, not only survived the Depression, it also thrived up until the 1960s with such acts like Duke Ellington and Benny Goodman. It even got a second life in the '70s with bands like The Stooges.
In 1982 it became part of the National Register of Historic Places, yet twenty-six years later is was listed as one of the ten endangered buildings in Detroit by their preservation society. I know we had a few economic downturns in the early '80s, but what about the mid '90s when we had enough money to do something? Why wasn't the money spent on beautification and restoration of historic buildings. Or were we too blind back then to see how greedy GM and Crysler were becoming and that would eventually lead to their inevitable bankruptcies?
Maybe it's because I live in an area that values its history that I feel a pang in my stomach from seeing a city in the US let it's buildings decay as much as its economy. Maybe it's because I'm an art student, or because my grandfather was an architect-engineer and taught me to appreciate buildings that it hurts me to see these places so mistreated. Afterall, Barcelona wouldn't let its Gaudi buildings crumble, would it?
Most would ask: where are they going to get the money? (Especially now that we're past the point of just "recession".) And yet there's always money for other stuff. I'm sure not all of Detroit's residents are completely destitute. I'm sure there are a few people out there who have the time and resources to organize something. Nearby Grosse Point is one of the wealthiest small towns per capita in the U.S. and it's less than 25 minutes away. (I also counted another six zip codes within Michigan on that list of 100 wealthiest cities in the U.S.)
Some would argue that time and money could be better used to improve schools and hospitals. But I think when you give a community beauty and restore it's cultural heritage you give them a sense of pride that no one can take away from them. I'm no urban planning professional, but I'm pretty sure that redevelopment and regentrifiation bring more street traffic and in turn more businesses too. There are industries in this country aside from the automobile industry. Build it and they will come. (So will the jobs).
See Oakland's Uptown area. During the first part of the 20th century it was THE shopping district in Oakland. It kind of lost it's magic during the middle of the last century including many failed attempts of restoration and redevelopment. In the last decade a couple of new restaurants opened up in the area, followed by condos and in 2009 the Fox Theater reopened after being closed since 1966 after which it was known as “the largest outdoor urinal in the world.” I was lucky enough to attend that opening night at the Fox Theater in '09 with a stellar performance by Al Green who seemed to shine his effervesent positivity throughout the concert-hall. The Fox is not only a theater with big-name shows almost every night, it's also the home base for Another Planet Entertainment and the location of Oakland School of Performing Arts, a public charter school.
With that said, let's turn our attention back to Crysler, shall we? After seeing photos, like the ones above, I wanted to know exactly WHAT Crystler was DOING to show their loyalty toward their beloved Detroit. What are they doing in order to gain the American consumer's trust, especially since an Italian car-maker has owned half the company since 2009. Yes, I get that they're a "car company" so their main focus is on the automobile. But now they're also saying they're more than that. I want to know exactly what social responsibility means to them?
Looking at the Crysler Foundation website I saw that they raised money for Katrina victims and also for the victim's families after 9/11. According to their website they even donate to the arts, eduction and environment. That's great, but why was there no mention of Detroit, specifically? Maybe it's just assumed that they give back to the community. I mean, they supposedly create tons of jobs for workers in the area, right? There have also been talks of expanding the main plant on the Jefferson and reopening other factories that were shut down in 2009 before FIAT got half of their assets.
I'm not belittling their efforts because it seems like they do some good works, but why doesn't that still seem like enough to me? I want to see more. As a consumer, American, and advertising person, I want to see more accountability from a company that boasts it is all about the city it started in. I want to see it contribute more to that city and I want to see exactly what they are contributing - time, money, resources.
We need to hold our companies accountable for the messages they send out to us because they need to know that the American public is not that gullible. "Imported from Detroit" was an awesome example of what they can aspire to be again both as a company and as a city. I bet that if they actually focus on social responsibility there on their home turf they will see their numbers back in black once again.
I know I'm just a California girl, who's never been to Detroit and am probably just an idealistic naive dreamer who hasn't experienced poverty and doesn't know what it's like to see something like that, but I still want Detroit to thrive because it means that we all have hope everywhere else in this country. There is no excuse for a city in one of the wealthiest states to look like a warzone. The spot showed us what we as a country can be if we have faith, hope and a badass sensibility. (The American Dream?) I want Crysler to man-up and live up to the promise it made in its Super Bowl ad.
