Once again, Chrysler's Super Bowl ad won the hearts and minds of football fans, this time with a little help from Clint Eastwood and, of course, Detroit.

"It was superb," said Kelly O'Keefe, professor of brand strategy at Virginia Commonwealth University, immediately after Chrysler's "It's Halftime in America" spot aired during the Super Bowl on Sunday. "They had the courage to take the power of emotions. I got goosebumps."

The lengthy Chrysler spot featured Eastwood, who starred in and directed the acclaimed Detroit-centric film "Gran Torino," as he extols the hardscrabble virtues of Motor City and America.

"This country can't be knocked out in one punch," Eastwood, said. "We get right back up again, and when we do, the world will hear the roar of our engines. It's half time, America."

The spot was reminiscent of last year's Chrysler ad, which featured the Detroit rapper Eminem and celebrated the battered city's scrappy, all-American can-do attitude.