This is especially true when they're projected on a giant cinema screen in a massive Ohio State University auditorium larger than the Ziegfeld Theatre in Midtown Manhattan. The ads, one featuring Hollywood icon Clint Eastwood, the other, rap superstar Eminem, dazzle the thousand-plus crowd rolling cinematography of gritty Detroit landscapes, a slow-building soundtrack and passionate dialogue about an 87-year-old American automaker at death's door, a once-thriving Midwest city plunged into economic ruin, and the iron bond they form with a pledge to return to greatness–together. Watching on a Monday night with the Columbus audience are Sergio Marchionne, chairman and CEO of the Chrysler Group and CEO of Fiat S.p.A., and one of the leaders of the agency that created the ads, John Jay, global creative director at the Portland, Oregon-based Wieden + Kennedy.