Eminem in the

Chrysler 200

commercial

Alan Hitsky
Interim Editor

E

very time a new Chrysler 200
automobile is featured in a
television advertisement since
Super Bowl Sunday in early February,
Detroiters smile.
Chrysler's "Imported from Detroit"
campaign, which featured rapper
Eminem in a two-minute commercial
for the Super Bowl football game, now
is on the airwaves in shorter spots. But
scenes from Detroit remain the domi-
nant theme and the campaign's made-
in-Detroit mantra was highlighted
by, among many others, WXYZ-TV's
Stephen Clark shortly after the game.
Clark did a piece focusing on the part
played in the ad by longtime Detroit
musician Jeff Bass.
"The tough-love letter to Detroit
was framed by the powerful two-chord
guitar riff of Eminem's 'Lose Yourself,"
said Clark. "And while Eminem's ear-

nest scowl provided the raw emotion
and soul to sell the spot, it was that
pounding, growling riff that supplied
the heartbeat?'
The music was written for Eminem a
decade ago by Detroiter Jeff Bass, who
has since earned two Grammys and an
Academy Award. Bass told Clark that
"Lose Yourself" has always been his
favorite. "It was a time. It was a place. It
was a sound. But," he quoted from the
commercial, "that's Detroit. That's what
we do."
Jeff and his brother Mark Bass were
responsible for grooming Eminem
(Marshall Mathers) in his early days
and collaborated on much of his subse-
quent music.
Mark and Jeff worked at the time with
Eminem as F.B.T. (Funky Bass Team)
Productions. Both have won Grammy
Awards for their work with Eminem. Jeff
won his Academy Award for best origi-
nal song in 2003 for co-writing "Lose
Yourself" for the film 8 Mile.

JINI CONTENTS

Jeff works as a solo producer in
the Metro Detroit area as Jeff Bass
Music.
He got his start in the music busi-
ness playing guitar in a rock/rhythm
and blues band called Dreamboy that
formed at Oak Park High School. Their
most successful ballad was "Don't Go,"
which reached No. 17 on Billboard's
rhythm and blues chart in 1984. I

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Jeff Bass with his Grammys and Oscar

theJEWISHNEWS

March 10-16, 2011 I 4-10 Adar II 5771 I Vol. CXXXIX, No. 5

Shabbat Lights / Holidays

Cover Story on page 8

Arts/Entertainment
Business
Community
Family Focus
Food
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Mazel Toy!
Metro
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Roundup
Spirituality
Staff Box/Phone List
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To Do/Calendar
Torah Portion
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43
32
18

Columnists

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42
29

Shabbat: Friday, March 11, 6:16 p.m. EST
Shabbat Ends: Saturday, March 12, 7:18 p.m. EST*

Fast of Esther: Thursday, March 17, 6:29 a.m.-
8:23 p.m. EDT

Shabbat: Friday, March 18, 7:24 p.m. EDT
Shabbat Ends: Saturday, March 19, 8:26 p.m. EDT*
Purim: Sunday, March 20

* Times according to Yeshiva Beth Yehudah
calendar. Havdalah practices may vary.
Consult your rabbi.

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