Chrysler Group Executive Saad Chehab Named 2011 Newsmaker of the Year By Crain's Detroit Business
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| • Chehab recognized for his role in the development of Chrysler Brand's 'Born of Fire' commercial and 'Imported from Detroit' advertising campaign |
• Crain's: 'The commercial transcended mere car selling'
• Newsmaker of the Year event was held on Feb. 23 in Detroit
February 23, 2012 , Auburn Hills, Mich. - Saad Chehab, President and Chief Executive Officer - Chrysler Brand, Chrysler Group LLC, has been selected by Crain's Detroit Business as a 2011 Newsmaker of the Year for his role in the development of Chrysler Brand's 'Imported from Detroit' advertising campaign. The campaign launched with a now famous two-minute commercial, titled ‘Born of Fire,' that aired during Super Bowl XLV. 'The spot was seen by the largest TV audience in U.S. history,' Crain's wrote when announcing Chehab for the award in January. 'Reaction nationally was instant: Detroiters and industry observers hailed it, critics were impressed and views and excited conversation exploded on YouTube and social media. The commercial transcended mere car selling, allowing the city and region to latch onto it as if to say, ‘Yeah, we're from Detroit.''