Fiat Chrysler Automobiles Dodge brand is launching a new tagline, TV spot and video, all created by different agencies.
The tagline, “Domestic. Not Domesticated.” aims to capture the passion and attitude of Dodge. It was created in partnership with Austin, Texas-based GSD&M, the brand’s new AOR, and will be integrated in all Dodge and SRT brand communications and consumer touch points across multiple platforms, including TV, print, digital, Web, social and experiential. It first appeared in a print ad appearing in ESPN The Magazine’s 2016 “Body Issue” earlier this month.
The first spot to feature the new tagline, “Warning,” from San Francisco-based Argonaut and breaks July 31. A new video, “Dodge Challenger SRT Hellcat – Unleashed (Episode One)” is from El Segundo, Calif-based Mind Over Eye and debuts July 29 on the brand’s YouTube channel.
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“We saw both GSD&M’s and Argonaut’s work when we were going through an agency search process,” says Randy Ortiz, head of Dodge and Chrysler brand advertising, FCA U.S. “GSD&M was chosen as our lead agency and at the same time, liked the ‘Warning’ idea from Argonaut and decided to create that as well.”
While FCA has lead agencies for its brands, CMO Olivier Francois will tap different agencies for projects if there is an idea we like that works good for one of our brands, Ortiz tells Marketing Daily.
The new tagline embodies what Dodge stands for as a mainstream performance brand, Ortiz adds.
“‘Domestic. Not Domesticated.’ means that our vehicles can handle grocery runs and recital pickups just as well as they can handle laps around the race track,” Ortiz says. “You don’t have to sacrifice pleasure for practicality. You can have both.”
With the exception of the “Born Dodge” tagline used in
the brand’s 100th anniversary communications, including recent Dodge Brothers advertising campaigns, Dodge has not had an overall brand tagline in many years. Individual campaigns for specific
vehicles had their own taglines, such as “New Rules” and “Don’t Touch My Dart” for two different Dodge Dart ad campaigns.
“Warning,” in both
60-second and 30-second versions, features a deadpan announcer delivering humorous disclaimers that Dodge drivers need to know. As headlights flash behind a big, red warning sign, the announcer
explains that “Dodge is a powerful vehicle that affects the chemicals in the brain, which may give you the feeling of immortality. You should not use Dodge if you are allergic to adrenaline,
endorphins, burnouts or freedom.” The 30-second version airs July 31 on “Comedy Central Roast.”
This new long-form video, “Dodge Challenger SRT Hellcat –
Unleashed (Episode One),” is set to the soundtrack of Metallica’s “Fuel.” It features a robotic Hellcat that needs to be transported in a nearly indestructible cage. Once
unleashed, with 707 horsepower packed under the hood, this vicious animal transforms into the Dodge Challenger SRT Hellcat.
“Metallica is considered one of the greatest rock/heavy metal bands of all time,” Ortiz says. “It is an honor to be able to feature one of their most iconic tracks in our creative. Their energy and music fits perfectly with our brand. here are a lot of synergies with those that listen to their music and those that drive our vehicles.”