Thursday, August 28, 2014

No Rebellion Girl: Dodge Launches “Don’t Touch My Dart” Campaign, Watch them All Here

Jake Johnson/Craig Robinson Dodge Dart Ad
At some point in Dodge's recent history, somebody in creative had no real idea what to do with the company's vehicles, so presumably announced, "Hey! I got it! Let's just sell to flatbillers and middle-aged Harley riders!" Fist-bumps and high-fives presumably spread through Auburn Hills like wildfire.

While that tack might work a treat with vehicles like the raucous Challenger SRT Hellcat, casting a decidedly Caucasian/masculine bro-glow over lesser vehicles in the lineup, it perhaps doesn't have the broader appeal a C-segment mass-market sedan requires.

Enter Portland's Wieden+Kennedy, masterminds of the late-'80s "Bo Knows" sensation for Nike and last year's Ron Burgundy spots for the Durango. The storied agency enlisted Craig Robinson (Darryl from The Office) and Jake Johnson to star as warring neighbors. In this case, the genesis of the localized flare-up is Robinson's new Dart, which Johnson is for some reason obsessed with touching.

While Robinson plays the straight man. Johnson's character recalls his more manic moments as Nick from Fox's New Girl. If hilarity doesn't ensue, the spots are at least worth cracking a smile over, as well as more in line with the broad, young audience Dodge needs to attract to the Dart.



The clips are set to run at College Humor, and you've probably already seen a few of them on TV. A wider rollout is to come, including an interactive site which will somehow allow you to touch Robinson's Dart. No, we're not so sure about that part, either. But hey, it can't hurt, can it? Can it? Watch the spots below.

No Rebellion Girl: Dodge Launches



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