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How To Change Cars Forever

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W+K Portland and Dodge create an alternative view of automobiles

How To Change Cars Forever

 

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 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 Wieden+Kennedy Portland.
 
“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.
 
View the spot here: http://bit.ly/PKYqOX
 
Credits
CLIENT Dodge (Chrysler Group, LLC)
PROJECT NAME 2013 Dart Marketing Launch
FORMAT :90 (:60 and :30 versions are forthcoming)
CLIENT CONTACT Olivier Francios / Saad Chehab / Jason Russ
LAUNCH DATE 7/10 (MLB All-Star Game)
DURATION OF CAMPAIGN July 2012 – December 2012
 
W+K PORTLAND
Creative Directors Aaron Allen / Joe Staples / Michael Tabtabai
Copywriter Matt Rivitz / Justine Armour / Jared Elms
Art Director Tyler Magnussen / Devin Gillespie
Executive Producer Corey Bartha
Account Team Thomas Harvey / Lani Reichenbach / Corey Woodson
Executive Creative Directors Mark Fitzloff / Susan Hoffman
Agency Head of Production Ben Grylewicz
 
PRODUCTION
Production Company Biscuit Filmworks
Director Christopher Riggert
Executive Producer Holly Vega
Line Producer Youree Henley
Director of Photography Greig Fraser
 
EDITORIAL
Editorial Company Joint Editorial
Editor Kyle Valenta
Post Producer Ryan Shanholtzer / Jennifer Giannettoni
Post Executive Producer Patty Brebner
 
VFX
VFX Company Method Studios
VFX Supervisor Ben Walsh
Flame Artist Claus Hansen / Cary Welton / Thomas Downs
VFX Producer Ananda Reavis
Executive Producer Robert Owens
 
MUSIC + SOUND DESIGN
Music+Sound Company Stimmung
Sound Designer Gus Koven
Song (if applicable) “No Church in the Wild” by Jay-Z/Kanye West
Producer Ceinwyn Clark
 
MIX
Mix Company Lime Studios
Mixer Mark Meyuhas
Producer Jessica Locke

 

 

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Genres: Action, Dialogue

Categories: Automotive, Cars

lbbonline.com, Wed, 18 Jul 2012 10:15:01 GMT