Imported from Detroit Campaign
I do not need to point out how Chrysler's Imported from Detroit Campaign captures the cowboy archetype. Just watch the video and Clint Eastwood will give you a pep talk that includes juxtaposes uncertainty with kindred spirit. Starting at 0:39s, Eastwood describes how we (Americans, Detroit) despite the hard times, we can overcome our hardships with our fighting spirit. Instead of casting the individual as cowboy, the commercial casts the abstracted whole of America as a cowboy. It's not the individual trying to succeed in this world, but the country succeeding over her foreign competitors.
"This country can't be knocked out with one punch, We get right back up again and when we do the world will hear the roar of our engines. Yeah."
((Of course, by purchasing an 'Imported from Detroit' vehicle, you (the individual) align with Cowboy America, while perpetuating your exotic, wild persona. ))
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