The ad introduces the "New Rules" tagline for Dodge.
A major marketing push will start in the fall.
AUBURN HILLS, Michigan — The first television commercial for Chrysler's new Dodge Dart, the most important car the automaker has introduced since its 2009 emergence from bankruptcy under Fiat ownership, debuts Tuesday night during Fox network's broadcast of the Major League Baseball All-Star Game.
On sale last month, the Dart is the first offspring of the Fiat-Chrysler marriage. With its name plucked from Chrysler's history books, the Dart rides on vehicle architecture shared with the Alfa Romeo Giulietta, though the architecture has been Americanized in terms of dimensions, suspension and sheet metal — and its Italian roots are never mentioned in the TV ad.
The theme of the 2013 Dart commercial is game-changing — a game-changing car from a game-changing company. The ad opens with the words "how to change cars forever" and shows the marathon time and effort — sketching, clay modeling, testing, tweaking at the racetrack — spent on reinventing the car. The ad touches on the Dart's 41 highway mpg, its power, its giant display screen and the available smartphone app to start it remotely.
The commercial also sends the message that Chrysler is a changed company that rebukes traditional corporate bureaucracy — committees and bean counters, who are thrown out after protesting the car's low starting price. Indeed, late to the small-car party, Chrysler plays up the Dart's low price with a game show hostess in the vein of Wheel of Fortune's Vanna White holding the $15,995 starting price over the car.
The ad closes not with a baseball player as its celebrity spokesperson but with an appearance by NFL quarterback Tom Brady of the New England Patriots. 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 other athletes.
The 90-second Dodge Dart spot, created by Portland-Oregon-based advertising agency Wieden+Kennedy, will be followed this summer by 30- and 60-second versions of the commercial on television and in movie theaters. A major marketing push will launch in September when more Darts are available in dealership showrooms. Production began at Chrysler's Belvidere, Illinois, plant in May, with small numbers available for sale in June.
Source:
insideline.com
