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ROCK BAND AEROSMITH RETURNS TO DODGE RAM SPOTS

Chrysler Breaks Revamped Campaign for Pickup

By Published on .

DETROIT (AdAge.com) -- Chrysler Group, Auburn Hills, Mich., breaks a new 30-second spot tonight on national broadcast and cable TV for the second phase of its launch of the redone 2002 Dodge Ram pickup.

Aerosmith's song "Out of Your Head" plays in the background as the Ram saves a runaway boat careening down a mountain road. The kicker: A woman in a recreational vehicle with an empty trailer hitch sees the boat and tells her husband that it "looks just like ours."

Omnicom Group's

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PentaMark Worldwide, Troy, Mich., handles the account.

The first phase of Ram launch ads broke last fall with Aerosmoith's song "Just Push Play." But dealers complained the ads didn't provide enough product benefits or generate sales, so new spots without the rock band appeared in January. For the new spots, a voice-over points out several of the truck's features.

Dodge said it sold 25,749 new Rams in February, 35% more than the month before and 19% higher than it did the previous February.

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