DODGE ADDS CARS TO FUSILLADE OF ADS IN 2000 CAMPAIGN: IN ALL, 54 SPOTS ARE PLANNED FOR THIS MODEL YEAR

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DaimlerChrysler's Dodge division moves into the second phase of its "Dodge. Different." campaign this week, launching a barrage of 25 model-specific TV commercials.

The new ads follow seven teaser-type spots that began running in August.

All told, the model-year campaign will have a total of 54 spots, more than Dodge produced in the past three years, said Dick Johnson, chairman-executive creative director of BBDO Worldwide, Southfield, Mich., which handles Dodge.

"In the spring, we will come out with 22 new commercials for all the products," Mr. Johnson said. "We're facing the rather difficult task of having all of our art directors and writers turn around -- after frying themselves all summer -- and do it again."

STILL 'DIFFERENT'

All model spots begin with a title card saying "Different." They close with a line including the model name -- for instance, "Dodge Neon" -- at the top of the screen with the Dodge ram-head logo midscreen and the word "Different" on the bottom.

One Neon spot shows a suspension bridge slowly sinking, to depict how loaded with features the compact is, as the voice-over describes the car's many features.

A spot for Intrepid shows off the sedan's styling by having a camera swoop dramatically around the stationary car. Another spot for Ram trucks shows sheep jumping a Ram grille, saying: "For those who must design trucks to compete with Dodge Ram, there is no rest."

ANTICIPATE NEEDS

Dodge officials have refused to disclose the campaign budget. The division spent $602 million on measured media in 1998, according to Competitive Media Reporting.

BBDO's creative for Dodge models includes dealer ads that have dummy prices and lease rates to be filled in later, said Mr. Johnson. Dodge officials are trying to anticipate dealer needs, in part to recognize the help dealers gave them in using dealer funds to run the initial brand spots.

"It's been on the air big-time and the dealer money has made a huge difference," Mr. Johnson said.

Dealers apparently have been awaiting eagerly the model-specific ads.

"These are people with cars on their lots running brand advertising with no

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