• July 9, 2012

Chrysler's Dodge division is charging into the compact market with the 2013 Dart. The car rolls into dealerships over the summer in tandem with a new ad push, "How to Change Cars Forever," that presages the major media campaign this fall. The inital effort includes a 90-second TV spot debuting July 10 during Major League Baseball All-Star Game telecast on Fox network. It introduces a new tag line, "New Rules," and is set to the Jay-Z and Kanye West track, “No Church in the Wild,” from their “Watch the Throne” album. The automaker says the spot includes cameo appearances by a couple of athletes who are champions in their respective sports.

The ad is a faux instructional video on how to make a car like the new Dart. It will be followed this summer by 30-second and 60-second versions airing on major broadcast and cable networks and in movie theaters as Dodge Dart vehicles arrive in dealerships nationwide. 

The major fall campaign will include more TV spots, plus print and digital advertising running in major media outlets. The company says the 90-second “How to Change Cars Forever” spot, which was made by Portland, Ore-based Wieden+Kennedy, will continue to air in high-profile television events throughout the remainder of the year.