Chrysler has just released its first Dodge Dart commercial that will debut during the Major League Baseball All-Star Game on Tuesday night.
The commercial kicks off the Dart's "New Rules" ad campaign and features the Jay-Z and Kanye West single "No Church in the Wild" as its soundtrack. This 90-second commercial titled "How To Change Cars Forever" is a rapid-fire ambush of information outlining what it takes to make a car. Auto insiders and enthusiasts will enjoy all of the steps taken to create any car and the general public will appreciate the humor sprinkled throughout the commercial, including a cameo by New England Patriots quarterback Tom Brady. We appreciate that Chrysler appears to be the only auto manufacturer willing to tackle long-form ads as of late (see also: Super Bowl).
"Adding a dose of fun, creative license and Dodge brand humor, (the commercial) captures the meticulous process of starting with a simple idea and developing it into a revolutionary new car," says Olivier Francois, head of marketing for Chrysler Group LLC.
The full Dart ad campaign kicks off in September, though teasers like this should be making their way into media outlets between now and then. The 2013 Dodge Dart is beginning to roll into dealerships right now.
Scroll down to read the whole press release and see the commercial.
Dodge Brand Shares Story Behind Its Groundbreaking All-new 2013 Dodge Dart in First TV Ad
- 'How to Change Cars Forever' 90-second spot debuts July 10 during Major League Baseball All-Star Game telecast on Fox network
- Ad introduces 'New Rules' tagline
- Brand continues to build momentum for Dodge Dart during summer months as vehicles arrive in showrooms across America
- High-impact marketing launch begins in the fall
"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 nationwide.
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 and can be viewed at http://youtu.be/G3IbsEQe4Yk.
"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.
"With the all-new Dodge Dart, we started with a clean slate and the single vision of bringing a world-class vehicle to market that offers features and benefits never before found in a compact car," said Reid Bigland, President and CEO – Dodge Brand. "Designed and engineered without compromise, the all-new Dart starts with a world-class architecture and DNA of Alfa Romeo combined with class-leading levels of safety, technology, roominess and customization. The end result isn't just a new compact car, but a groundbreaking vehicle that deserves an equally impactful marketing campaign."
Dodge is using high viewership programs and pop culture summer events to build momentum and interest in the Dart among key consumer groups, including young professionals who may be purchasing their first car and "boomers" who may be re-entering the compact car market looking for mid-size interior roominess with the affordability and price position of a compact car.