The Dodge brand revealed its recipe for the all-new 2013 Dodge Dart in a new commercial airing during Tuesday's broadcast of the Major League Baseball 2012 All-Star Game.
The ad is title "How to Change Cars Forever" and is a 90-second "instructional" spot on how to make a world-class car today. The TV spot introduces the tagline, "New Rules," which speaks to how Dodge is redefining what a compact car can be.
"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."
A full marketing campaign will be launched in September including TV spots, print, and digital advertisements.
If you want to view the video produced by the Portland, Ore.-based advertising agency Wieden+Kennedy click here.