New Campaign for Dart from W&K Becomes Platform for More Car Comedy
Aug 05, 2014
Dodge seems to be on a comedic roll alongside agency Wieden & Kennedy Portland with this new Dart campaign starring actor-comedians Craig Robinson and Jake Johnson. The automaker first dished out some major funnies with its high-profile "Anchor Man" tie-up starring Will Ferrell as Ron Burgundy. Now, in the "Don't Touch my Dart" series directed by Jody Hill of Caviar, it's tapped Mssrs. Robinson and Johnson to riff on the various plusses of the mid-size vehicle.
Here, Mr. Robinson plays an overly protective new Dart owner who tries to keep his pesky neighbor Mr. Johnson at bay. In the spot featured here, for example, Mr. Robinson tries to keep Mr. Johnson from christening his car with its first scratch. In another, Mr. Johnson "touches" the dart in a very peculiar way, and in yet another, a handy garage door helps to keep his grubby paws off the car.