Originally Posted By: cchase
You don't pick Eminem to do a commercial if you don't want to ride on his fame from rapping and white-trashiness.
He's famous and from somewhere in or near Detroit. Could be that, and not his "white trash" that caused them to pick him. [/quote]
The way I understand it, is that Chrysler picked the music first. After Mathers was approached about licensing the song for the ad, he expressed interest in being more involved. Below is from an article explaining how the ad came together...
"Melissa Garlick, head of Chrysler's advertising, said Eminem's involvement grew quickly after the musician was approached for the rights to use music from the song "Lose Yourself."
But using Eminem was a risk, given his history of sexist lyrics, prescription drug abuse and harsh language. Marchionne told Forbes in a report published Monday that casting the controversial star was a tough call."
You don't pick Eminem to do a commercial if you don't want to ride on his fame from rapping and white-trashiness.
He's famous and from somewhere in or near Detroit. Could be that, and not his "white trash" that caused them to pick him. [/quote]
The way I understand it, is that Chrysler picked the music first. After Mathers was approached about licensing the song for the ad, he expressed interest in being more involved. Below is from an article explaining how the ad came together...
"Melissa Garlick, head of Chrysler's advertising, said Eminem's involvement grew quickly after the musician was approached for the rights to use music from the song "Lose Yourself."
But using Eminem was a risk, given his history of sexist lyrics, prescription drug abuse and harsh language. Marchionne told Forbes in a report published Monday that casting the controversial star was a tough call."