Chrysler television spot for the 2011 Super Bowl has earned another major award.
The Academy of Television Arts & Sciences awarded an Emmy to the Chrysler brand’s  "Born of Fire" commercial featuring Detroit recording star Eminem and his song "Lose Yourself."  The 2010-2011 Creative Arts Primetime Emmy Awards awards program took place on  Sept 10 at the Nokia Theatre in Los Angeles. “The Chrysler Brand is thrilled to win a Creative Arts Emmy Award for our Super Bowl commercial, ‘Born of Fire,’” said Olivier Francois, Chief Marketing Officer, Chrysler Group LLC. “Born of Fire was more than a commercial about the Chrysler 200, it was our anthem and signified the return of the Chrysler Brand and our Company. We are honored to be given this award and would like to share it with the wonderful people of Detroit who served as our inspiration and, of course, the hard-working employees of Chrysler Group LLC.”
After its debut at the Super Bow. Born of Fire wasa cut into  two-minute commercial,  reflects where the brand is headed and pays tribute to its industrial roots. While the commercial focused on Detroit, in many ways, it encapsulated the spirit of the country and the comeback of the Chrysler brand and Chrysler Group, he said.
The Chrysler brand chose internationally known Detroiter, Eminem and his song “Lose Yourself” because the lyrics speak to the ability to do anything we set our mind to and that failure is not an option. The Chrysler brand, the company and its employees have adopted the principle that failure is not an option.  The Born of Fire also revealed the tagline for the brand, “Imported from Detroit,”  By Joseph Szczesny