Chris Krug: Are you ready for the second half?
Chris Krug: Are you ready for the second half?

Krystian Konopka / Shutterstock.com
There have been hundreds of Super Bowl commercials over the past XLVIII years.

Some of them were more enjoyable than the games that they interrupted.

Then again, I have watched nearly all of the 48 Super Bowls and – invariably – there are those whose presen.....

Krystian Konopka / Shutterstock.com


There have been hundreds of Super Bowl commercials over the past XLVIII years.

Some of them were more enjoyable than the games that they interrupted.

Then again, I have watched nearly all of the 48 Super Bowls and – invariably – there are those whose presence I have graced that have said the game interrupted their commercials.

And the greatest Super Bowl commercial of all time? Well, that’s easy – at least in my mind. It was the Chrysler ad (yes, more unabashed Mopar love) that was narrated by Clint Eastwood that aired in 2012.

While some with jaundiced eyes saw it is political, the thought never crossed my mind as I watched it. I saw it merely as an expression of exhaustion with the economic downturn and the frustrations that so many Americans experienced as the country fell into an economic rabbit hole. For me, it went far beyond what was happening in Detroit and had almost nothing to do with Dodge Challengers or Jeep Grand Cherokees.

I just remember how it resonated with me then. It said what I had been thinking and feeling. And, in short, that was, “Enough licking our wounds, gang, it was time to get back out there and fight. It was time to put the past behind us, learn whatever we could from it and then get going again.”

If you’ve forgotten Eastwood’s lines, they went a little something like this: “It’s halftime. Both teams are in their locker room discussing what they can do to win this game in the second half,” he said.

“It’s halftime in America, too. People are out of work and they’re hurting. And they’re all wondering what they’re going to do to make a comeback. And we’re all scared, because this isn’t a game.

“The people of Detroit know a little something about this. They almost lost everything. But we all pulled together, now Motor City is fighting again.

“I’ve seen a lot of tough eras, a lot of downturns in my life. And, times when we didn’t understand each other. It seems like we’ve lost our heart at times. When the fog of division, discord, and blame made it hard to see what lies ahead.

“But after those trials, we all rallied around what was right, and acted as one. Because that’s what we do. We find a way through tough times, and if we can’t find a way, then we’ll make one.

“All that matters now is what’s ahead. How do we come from behind? How do we come together? And, how do we win?

“Detroit’s showing us it can be done. And, what’s true about them is true about all of us.

“This country can’t be knocked out with one punch. We get right back up again and when we do the world is going to hear the roar of our engines.

“Yeah, it’s halftime America. And, our second half is about to begin.”

Well, today is July 1. The second half of 2014 has begun. And the clock is ticking.

If you’ve ever played a game that included a halftime, you know what a fascinating and introspective few minutes each one provides. They are, in some way, their own game within the game.

There were plenty I experienced that were composed of firebrand talks from coaches, but just as many where nothing needed to be said. I preferred them, to be honest. I’ve never needed motivation, and relish spending time with those who can get themselves amped up to do what needs to be done in any environment.

The best players have the ability to assess what just transpired. On the court and in the office, timeouts are taken and chalk talk occurs. A game plan is only valid until it meets the initial contact of the game – no matter what your game might be. Adjustments are made – some by our team and some by our opposition.

At some point you realize that you become as good as the coach can train you to be, and that the balance is all on you.

So, as it stands, the referees are calling us all back out of the locker room.

That begs a few questions. Let’s start with this one: What is it that you are going to do with the second half of your year?

As you read this column and consider where you are in this game, are you ahead on the scoreboard or are you behind?

Did you execute your plan?

Did you have a plan, or did you just go out and play?

Were your teammates with you, or did they merely go through the motions?

Did your captains step up and make the contributions necessary to carry the coaching staff’s vision?

Yeah, halftime is over, America.

What are you going to do to win the second half of 2014?

 • • •


As always, stay classy.

Chris Krug is president of the progressive media communications firm No Limit Agency in Chicago. No Limit is a full-service agency whose practice focuses on strategy, brand management, creative campaigns and delivering unparalleled earned placement in the media. No Limit Agency works with some of the best-known and fastest-growing brands in North America, and that’s not a coincidence. Contact Krug by calling 312-526-3996 or via email at [email protected].

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