“It’s halftime in America, too. People are out of work and they’re hurting.
And they’re all wondering what they’re going to do to make a comeback.
And we’re all scared, because this isn’t a game.”
Twelve years ago, this “It’s Halftime in America” commercial was shown during the Super Bowl. In that game, the 9-7 New York Giants (Eli Manning as quarterback) beat the 13-3 New England Patriots (Tom Brady) by a score of 21-17.
The two-minute commercial features a series of still images that shown a grim and perhaps despairing vision of America and “ordinary Americans.” Set to a monologue voiced by Clint Eastwood, the tone gradually changes to one of solidarity, hope, and the belief in an optimistic future for our country.
This is a car commercial, for Chrysler. Three years earlier, in 2008-2009, the global recession caused by Wall Street manipulation of mortgage-backed securities threatened the existence of America’s automobile industry. Things did not look good for working people all over the country.
“I’ve seen a lot of tough eras, a lot of downturns in my life. And times when we didn’t understand each other.
It seems like we’ve lost our heart at times.
When the fog of division, discord, and blame made it hard to see what lies ahead.
But after those trials, we all rallied around what was right, and acted as one.”
Now, as then, the overall financial direction of our country is unclear. Here in Arcata we can discuss how much we want housing that working people can afford to rent, and what it would take to assist families to purchase a home. We can be hopeful, but we really don’t know if this will all work out.
Similar confusion and despair existed in Detroit and all across America back in 2008. Fortunately for the people who live in Detroit, to a great extent the City of Detroit has bounced back.
The commercial received criticism for being an endorsement for the election of President Barack Obama for his second term of office, as it was Obama who supported the preservation of American jobs by means of the Chrysler federal bailout. (Clint Eastwood is known as a conservative, is a registered Libertarian, and describes himself as a social liberal and a fiscal conservative.)
This speaks to restoring the faith so that regular working people can see a better future ahead of them — for jobs, housing, families.
Also on Arcata1.com: Paul Simon: American Tune
The script of this commercial
It’s halftime.
Both teams are in their locker room discussing what they can do to win this game in the second half.
It’s halftime in America, too.
People are out of work and they’re hurting.
And they’re all wondering what they’re going to do to make a comeback.
And we’re all scared, because this isn’t a game.
The people of Detroit know a little something about this.
They almost lost everything.
But we all pulled together, now Motor City is fighting again.
I’ve seen a lot of tough eras, a lot of downturns in my life.
And times when we didn’t understand each other.
It seems like we’ve lost our heart at times.
When the fog of division, discord, and blame made it hard to see what lies ahead.
But after those trials, we all rallied around what was right, and acted as one.
Because that’s what we do.
We find a way through tough times, and if we can’t find a way, then we’ll make one.
All that matters now is what’s ahead.
How do we come from behind?
How do we come together?
And, how do we win?
Detroit’s showing us it can be done.
And, what’s true about them is true about all of us.
This country can’t be knocked out with one punch.
We get right back up again and when we do the world is going to hear the roar of our engines.
Yeah, it’s halftime America.
And our second half is about to begin.
Writing credited to Kevin Jones, Smith Henderson, and Matthew Dickman from the Portland, Oregon, advertising firm Wieden+Kennedy (also known for its work for Nike, including the “Just Do It” tagline and “The Cog” Honda commercial (included here on Arcata1.com) that shows the falling-dominoes assemblage of auto parts.
The commercial
Two minutes long.