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Dodge launches new male-oriented Charger ads

by Bill Cawthon on

With the first ad appearing during the NFC Championship game last weekend, Dodge’s promotional push is underway. The series of three 30-second teaser ads, produced by Wieden & Kennedy, Dodge’s new agency, will appear until the Super Bowl game on February 7, when a new 60-second ad will make its debut. Chrysler is the only automaker with a buy in this year’s football championship game.

The ads feature a black Charger and the voice of Michael C. Hall, star of the hit cable TV show “Dexter,” and are aimed at men, the primary target audience for the HEMI-powered sedans. Chrysler is banking on a fresh look to its advertising to rebuild consumer interest in its vehicle line.

Bill Cawthon grew up in the auto industry in the 1950s. His Dad worked for Chrysler and Bill spent a number of Saturdays down on the plant floor at Dodge Main in Hamtramck. Bill is also the U.S. market correspondent for, a British auto industry publication, and a member of the Texas Auto Writers Association, which has named the Jeep Grand Cherokee the “SUV of Texas” several times and named the Ram 1500 as the “Truck of Texas” two years running.

Bill has owned five Plymouths (including the only 1962 “Texan”), one Dodge and one Chrysler and is still trying to figure out how to justify a Wrangler. He also has owned at least one of every 1:87 scale model of a Chrysler product. You can reach him directly at (206) 888-7324 or by using the form.

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