DETROIT (AdAge.com) -- In a year when Super Bowl advertising will be dominated by automotive imports, Dodge has signed on as the first domestic brand for the big game.
Dodge will air a 60-second commercial on the Feb. 7 telecast this year, said Olivier Francois, lead executive for marketing of all Chrysler Group brands as reported by Automotive News. "It looks like the ad we have today," said Mr. Francois at the Detroit auto show Monday. "It sends a message of irreverence, passion for cars and fun to drive."
The commercial is being created by the new advertising agency for Dodge brand, Wieden & Kennedy, Portland, Ore.
Chrysler Group's brands have not run a national ad on the Super Bowl for several years, though they have run regional commercials in recent years during the game. The last national Super Bowl spot was in 2005 and featured the Dodge Magnum.
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Since General Motors Corp. has bowed out of the game, the advertising field this year will be crammed with imports, including Volkswagen, Honda, Hyundai and Kia. To date, Dodge is the sole domestic auto slated to advertise in Super Bowl XLIV.
Under new management led by Fiat, Chrysler has turned its advertising strategy upside down. The company dismissed longtime ad agency BBDO, which handled ads for all brands, and appointed individual agencies for each brand.
In October, Chrysler announced it would market the Ram brand for commercial vehicles separately from Dodge. Chrysler executives believe they can give the Dodge brand more room to breathe by marketing Ram separately.