Eleven of the students were from the Golden State, along with one each from Washington, Illinois and Colorado. Only one person had ever been to Michigan. All were in their early twenties. Eight drove foreign cars; six drove American. They were kind enough to participate in a very unscientific survey.
Before watching the commercial, I asked them to write down any thoughts they had about Detroit:
Eminem and 8-Mile.
It's the airport my friends at UM use to get to Ann Arbor.
Literally, I don't think of anything.
A kid I went to middle school was from there.
I know it's cold and they make cars, but I don't know much else.
Foggy, dirty, cold, car industry.
Dirty, homeless people, diverse, factories, industrial.
Most dangerous city in the U.S.
Crime, dirty — never been though.
Did watching the commercial change your opinion of the city?
Makes me realize there is much more there than bad rumors — more history and culture.
It makes it look modern, clean and classy.
No, I've been to Detroit. I liked what I saw. I loved the colorful atmosphere and, to be honest, it confirms a lot of stereotypical Detroit images.
Not really. It seems to depict a hard-working city with a history. Hard and harsh.
Verifies it as a city, but paints a "tougher" image than I imagined.
I don't think it taught me enough about Detroit to judge it.
I never had an opinion but now I think it's a "tough" area.