Paul Rosenberg Explains Planning Eminem's Chrysler Ad

Eminem's legal right hand man Paul Rosenberg chronicles how Em put Chrysler on his back and says they're pleased with all the positive feedback.

This past Sunday, Eminem stunned fans with his two Super Bowl XLV advertisement appearances for Brisk Iced Tea and Chrysler automobiles. Now, Eminem's lawyer Paul Rosenberg - who has been featured an a number of Em's albums jokingly chiding the rapper for his controversial music - opened up to Billboard magazine about the rapper's involvement in the latter of the two commercials.

"It's just been amazing," Rosenberg said. "Immediately...the e-mails and texts started pouring in, Facebook started reacting, everyone all over Twitter was talking about it. We thought people were going to be pleased, but I don't know if we thought it was going to be as ecstatic of a reaction as it's been. It's really been pretty electric. I haven't seen something like this in quite some time." 

The commercial, which features Em driving through his hometown's streets as his 2002 Academy Award-winning single "Lose Yourself" plays in the background, was met with critical acclaim for its inspirational message about Detroit's economic woes. Northwestern University's Kellogg School of Business has since given the ad an A rating, while NFL Fanhouse ranked it as the second best ad of the evening. Rosenberg says that the local response to the ad has been equally enthusiastic.

"He's always sort of cautious in his own judgment about things he's involved in or creates until they're really introduced to the world and he's got a chance to see how [people] react to them," Rosenberg added. "He's very pleased with the reaction...everyone from friends and family, to people I know that are part of the Detroit diaspora...were sending me e-mails, calling me: 'I got goosebumps.' 'I shed a tear.' 'You guys don't know what you've done.'"

Rosenberg also explained the relevance of the commercial's content to Eminem's recent musical comeback. He says that the rapper's return to music following years of drug addiction parallels the American auto industry's current trials and tribulations and Detroit's multitude of socioeconomic ills. While Eminems Recovery album chronicled his return to sobriety, Chrysler similarly hopes to overcome a long period of slumping sales that was capped off with the automaker taking part of a multi-billion dollar economic bailout. Em and Rosenberg decided the point would be embraced better if Eminem actually appeared in the spot and drove a Chrysler 200.

Eminem isn't the only party to reap the benefits of the advertisement. PR Newswire reported that the commercial prompted a 213% increase in traffic for the automobile company on, with 1013% traffic increase for the Chrysler 200 car model.


  • Ayre

    White people can't be sellouts...

  • Hiphopnews2011

    TO HIP HOP FANS After killing the streets with his Wiz Khalifa Black & Yellow Remix The streets awaits his Kanye West- Power remix where it is said he'll address all big name rappers 'Illuminati and more. the streets love him and can't wait. www.thegiftbaby. for more details

  • Rachael Misek

    like the crack of a whip i snap attack im not into s&m but my whips off the chain. i whip my hair back and forth lol WHIP.

  • PE

    Elvis was a hero to most.....etc. Hyperbole.

  • Bryant Carter

    a friend who was hit by a drunk driver and is now in a coma. Before I say anything else I do ask that you pray for her recovery. I was recently interviewed by a west coast magazine, and just had the interview published to the mag site. If I get enough FB likes my interview will go into the actual magazine. The link is I just ask that you take a look, and press like for me. I made it an honest interview so I'm sure that you will like it. Also feel free to view my youtube link @

  • Jesus

    I loved the Lipton Brisk Commercial. fuck the Chrysler. but hes funny charismatic and americas biggest hiphop star. he's not going nowhere


    Youre right he has "sold out"......every fuckin show/concert he is a part of. Puttin your city(a city that needs tons of help) on or finding a way to make more legal money is just plain smart.

    • Jesus

      uhh dude how do you figure hes the greatest selling of all time? FYI michael jackson then Elvis then the beatles then Eminem then Metallica. you mean top selling artist alive. moron

    • Anonymous

      YOU ARE A DUMBASS. HOW THE HELL DO YOU THINK EMINEM (THE GREATEST SELLING ARTIST OF ALL TIME) IS A SELL OUT???? are you just stupid? like come on man. get off the dick and kno your shit. faggot

  • Anonymous


  • Erik Quinty

    i was soo disappointed to see that he had 2 Superbowl ads. he's good but get off his nuts america

    • Anonymous

      If you use your stardom to make money selling other peoples shit, you're a sellout. Please don't tell me Eminem's going down this path..

  • Josianne

    Really Charmant thank me laught little b !

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