Created by The Richards Group, it stars centenarians along with the brand's all-new 2015 Dodge Challenger, which debuted April 16 during the New York International Auto Show.
Dodge brand president and CEO Tim Kuniskis revealed the spot as part of the highly anticipated reveal. The original video went online at 11:30 a.m. ET, with a "Director's Cut" posted at 3 p.m. ET on the brand's social media channels, including Facebook, Twitter and YouTube.
As of Monday evening, the original video had garnered more than 3.5 million views on YouTube alone, while the director's cut was closing in on 3.2 million views on YouTube.
Previous 24-hour record views held by the Chrysler Group include iconic Super Bowl commercials including "Born of Fire" (790,258) "Farmer" (542,817), "Whole Again" (321,798), "Halftime in America" (444,420), and "America's Import" (246,603).
To commemorate the brand's century mark, the ad honors centenarians and celebrates their 100 years, giving them the chance to offer words of wisdom to viewers: "I want to tell the world what I have learned." "Learn from your mistakes." "Live for now." "Because life is good, you make it good." "There are miracles all around you."
As the spot progresses, their words begin to take on more attitude and defiance, as the sounds of an engine roars in the background. "Keep your eyes open and sometimes your mouth shut." "Be Strong." "Don't complain." "Don't always do what you're told to do." "Don't be afraid." "Suck it up!" "Hesitate and you lose!" "Be a bad boy!" "Raise hell!" Put your pedal to the medal. "Live fast!" "And never ever forget where you came from."
"You learn a lot in 100 years," says on-screen copy, as a 2015 Challenger screeches out of the frame. "Dodge. Born 1914."
Advertising with emotions that resonate with viewers have become the automaker’s signature, says veteran auto analyst Michelle Krebs.
“This is precisely the kind of advertisement we have come to expect from Chrysler,” Krebs tells Marketing Daily. “If you look at all of Chrysler's recent ads -- starting with the Eminem and gritty Detroit, followed by the Clint Eastwood and then the farmer ads all done for Super Bowls, what they have in common is people and an emotional connection -- more than the car or truck. They probably won't sell cars in the short run, but they get attention and go viral.”
The video shows the power of the storytelling and human connection at its best, says Olivier Francois, chief marketing officer of Chrysler Group LLC. It has aired online only, without television or print support.
“There is no other brand that could do 'Wisdom' because there's only one Dodge,” Francois says in a release. “It has a DNA that's just not like the others. And, like the centenarians featured in this video, it's got 100 years of attitude behind it."