Dodge doesn't want consumers to forget its heritage.
The 101-year-old auto company has launched a new campaign featuring the Dodge brothers in four ads. The ads highlight the brand's founders, John and Horace Dodge, and shows how their legacy continues with the 2015 models of the Dart, Durango, Charger and Challenger.
The Dodge brothers first made an appearance in advertising eight months ago as part of the brand's 100-year anniversary, which coincided with the release of the 2015 Challenger and Charger.
"We want to honor them not only on special anniversaries like the 100th anniversary; we want to honor them every single day with this brand because without them, the Dodge brand would not be here," said Randy Ortiz, head of advertising and communications for Dodge.
The new spots feature the Dodge brothers as young boys growing up in Michigan in the late 1800s. In "First Dodge," the brothers lay the foundations of the brand that would evolve from bicycles to car parts to automobiles by 1914. The spot ends as the 2015 Dart rips through a dirt-covered alleyway with one of the Dodge brothers looking on. The spots feature the tagline, "The spirit lives on," and showcase new features in Dodge vehicles, such as Beats audio in the Durango.
"Our Dodge owners have embraced this campaign as they are extremely passionate about our cars and connect with the excitement these two brothers first brought to the auto industry decades ago and continue to bring to the ads in which they star today," said Olivier Francois, CMO for Fiat Chrysler Automobiles-Global, in a statement.
Directed by Academy Award-winning actor Adrien Brody, the new spots will air on TV, digital and social platforms during primetime, entertainment and sports broadcasting including Nascar and Major League Baseball games.
Portland-based Wieden+Kennedy handled the campaign.