Automobiles and footwear, they're not that different, right? They're both transportation devices; Jimi said "his dusty boots is his Cadillac," putting it all in perspective. Sergio Marchionne has Balkanized the marketing of Chrysler's divisions, and Dodge has taken the opportunity to split from its long-serving agency BBDO, which has handled advertising and media buying for the whole of Chrysler.
BBDO's contract runs out this month, and according to Automotive News, Dodge is going with the "Just Do It" Agency Wieden+Kennedy. In addition to coining that iconic phrase for Nike, a brand which W+K has been associated with since its birth in 1982. The firm's Portland, Oregon arm also puts its mark on ESPN's "This is Sportscenter" campaign, and was responsible for the recent Target Christmas spots. Lest you think there's some kind of magic juju that goes into car advertising, W+K knows what it's doing there, too. Adweek awarded Honda's "Grrr" ad the title "Commercial of the Decade," and the well-traveled "Cog" spot was also W+K's work, so it's obvious the firm knows a thing or two about auto. It's not clear what direction Dodge's advertising will go – especially now that it's been split off from Ram – but the company is likely breathing a sigh of relief that it didn't get tasked with the Chrysler brand, instead. We're not sure there's any type of advertising that could sell Sebrings.
[Source: Automotive News - sub req.]