The Dodge brand reveals its recipe for the all-new 2013 Dodge Dart in a new 90-second commercial debuting today, July 10, during the Major League Baseball (MLB) 2012 All-Star Game broadcast on the Fox network.
“How to Change Cars Forever” is a rapid-fire “instructional” spot on how to make a world-class car today, providing an inside look into the Dodge brand’s approach to designing and engineering its much anticipated entry into the highly competitive compact car segment.
The TV spot introduces the tagline, “New Rules,” which speaks to how Dodge is redefining what a compact car can be. It will be followed this summer by 30-second and 60-second versions airing on major broadcast and cable networks and in movie theaters as Dodge Dart vehicles arrive in dealerships.
A full, multifaceted marketing campaign will launch in September and will include additional TV spots, print and digital advertising running in major media outlets.
The 90-second “How to Change Cars Forever” spot will continue to air in high-profile television events throughout the remainder of the year. The commercial was created by the Portland, Ore.-based advertising agency Wieden+Kennedy.
“Adding a dose of fun, creative license and Dodge brand humor, ‘How to Change Cars Forever’ captures the meticulous process of starting with a simple idea and developing it into a revolutionary new car, including the angst and pressure of a blank page, trials and errors of the early stages, and molding, shaping and testing the Dodge Dart until it was right,” said Olivier Francois, lead executive for Marketing, Chrysler Group LLC. “We wanted to provide a peek inside what it takes to bring a new car to fruition.”
The spot features the Jay-Z and Kanye West track, “No Church in the Wild,” from their “Watch the Throne” album, and it includes cameo appearances by a couple of athletes who are champions in their respective sports.
Photo courtesy: Chrysler Group