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Published on Jan 14, 2013
This powerful spot celebrating Detroit and its automotive legacy features a defiant voiceover, challenging viewers with lines like "What does a town that's been to hell and back know about the finer things in life? More than most...it's the hottest fires that make the hardest steel" The copy, credited to the Wieden team of Joe Staples, Mark Fitzloff, Kevin Jones, Greg Rutter and Dan Kroeger, with art direction by Jim Lasser, drives the spot, as well as its contrasting imagery of urban decay alongside great landmarks in Detroit, with help from hip-hop artist and producer Eminem.