Company: Chrysler
Brand: Dodge
Media: TV Ad
Advertising Agency: Wieden & Kennedy, Portland, Oregon.
Product: 2011 Dodge Charger
Campaign: "Never Neutral"
What we like: The Re-Do on the 2011 Dodge Charger turned a car, a half was a two-clothes-for-the-price-of-one deal in a smooth, polished and well rounded sedan, which now deserves our respect . The "Never Neutral" marketing campaign debuted last week at the Chicago Auto Show and is completely in these ads as a decent tag line for the charger. We like the attitude that the charger is a car for people who enjoy not real driving their own gas pumps is moaning and not necessarily swayed by the reputation of other brands that are now larger than their current carrier sheet. In these two ads, takes Chrysler aim directly at self-moving car of Google and Mitsubishi in the online test drive "experience" (although picking on Mitsubishi at this point is like mocking Urkel), and references to the Matrix movies, which never hurts.
What we do not like: a statement sticking to the Dodge brand for real drivers and a thumb in the eye of a few competitors is all well and good, but we could write some edgier here? All they could come up with Mitsubishi to ridicule online test drive is: "This is absurd." As we used to say in the newspaper biz: "Get me rewrite!"
Strategy: Dodge has positioned itself as the brand of vehicles for those that Detroit is still the capital of car production in the U.S., and respond to drive a car is to appreciate a fine American value. We absolutely loved the show from 2010 shows George Washington leads his troops into battle against the British redcoats in Dodge Challengers, and we like the same attitude is on display. But that approach to the sale of Dodge new image to Americana, American values and for people who enjoy a real wheel is a bit of a balancing act depends significantly on the creative team with an eye to 0.500.
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