The Dodge brand reveals its recipe for the groundbreaking all-new 2013 Dodge Dart in a new 90-second commercial debuting Tuesday, 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 entry into the highly competitive compact car segment. Directed by Christopher Riggert of Biscuit Filmworks for Wieden+Kennedy, Portland, Ore., 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.
“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.
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.
Viacom partnership
Beginning July 11, Dodge will partner with Viacom to launch a multiplatform program allowing fans to interact with the new Dart in a fun and engaging way. In addition to the 30- and 60-second “How to Change Cars Forever” spots airing on Viacom’s MTV, VH1, Spike and Comedy Central, Dodge and Viacom will launch the Dodge Dart Challenge: “Live in It to Win It” in San Diego. The challenge will be integrated into Viacom’s coverage of 2012 Comic-Con International, the largest comic book and popular arts convention in the world, across Comedy Central, MTV, MTV2, Spike and VH1.
Four superhero-costumed contestants will compete in a four-day challenge for a chance to win a 2013 Dodge Dart. Each contestant will earn points by completing various skill challenges inside and outside the vehicle and can earn additional points via text voting. Fans can watch the challenge unfold live from July 11-14 at www.dodgedartchallenge.com.
Cinema media buy
Taking advantage of big summer blockbuster movie releases, the 60-second “How to Change Cars Forever” spot will run in theaters nationwide from July 20-Aug. 31.
The Dodge brand has been strategically building awareness and momentum for the Dart since December 2011 through targeted relationship building with key consumer groups via the brand’s website, social media initiatives and customer communications.
From May-August, the brand is partnering with four influential online communities–deviantART.com, ReverbNation.com, Transworld and .Free Clothing Co.– to challenge individuals to create Dart-inspired works of art, songs, clothing and skateboard decks. The aptly named “Inspired by You” contests are aimed at young professionals who share the same passion for art, design, music and technology as Dart designers and engineers. By working with these online communities, the Dodge brand is engaging more than 25 million technically minded, creative individuals not necessarily reached through traditional media.
The contest with deviantART, the world’s largest online art community, reached more than 22 million registered members and led to nearly 4,000 traditional and digital works of art submitted from all over the world and all inspired by the Dodge Dart. The top 50 entries art can be viewed at http://www.redlinedodge.com/2012/06/08/deviantart-inspired-by-you-contest-winners-selected/.
Spot credits
Getting back to the centerpiece launch spot, “How to Change Cars Forever,” the core W+K creative team included creative directors Aaron Allen, Joe Staples and Michael Tabtabi, copywriters Matt Rivitz, Justin Armour and Jared Elms, art directors Tyler Magnuson and Devin Gillespie, executive producer Corey Bartha, executive creative directors Mark Fitzloff and Susan Hoffman, and head of production Ben Grylewicz.
Greig Fraser was the DP. Editor was Kyle Valenta of W+K’s Joint Editorial.
VFX house was Method, with Ben Walsh serving as VFX supervisor.
Sound designer was Gus Koven of stimmung. Audio mixer was Mark Meyuhas of Lime Studios.
Here’s the spot:
