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New Dodge Bros. Ads

by David Zatz on


Four new ads feature the fictionalized Dodge brothers, John and Horace, played by Tyler Bryan and Joe Coffery.

Marketing chief Olivier Francois, ignoring the fact that Dodge Brothers cars were not known for their performance even by the standards of the day, but for their durability and solid engineering, wrote, “Today’s Dodge vehicles have the same passion for performance as John and Horace Dodge established in the first vehicles they crafted more than one hundred years ago.”

The ads, directed by Academy Award winner Adrien Brody, will run on network and cable channels, with the social-media hashtag set up as #DodgeBrothers.

The 60-second “First Dodge” spot, which has a 30-second version, tells the story of the brothers, who patented a bicycle component and then build bicycles; then made car parts for many years before making full cars.

“Drive By” opens on a turn-of-the-century country club, invaded by a thumping sound and vibration, then showing the brothers in a  2015 Dodge Durango blasts hip-hop through the BeatsAudio system.

“Discovery” opens with smoke dissipating to reveal 2015 Dodge Charger and Challenger Scat Packs. As the image shifts to the Dodge Brothers sitting in two Dodge touring cars next to the Charger and Challenger in the garage, the voiceover says, “Do you know how hard it is to do a commercial with a Dodge … and not do a burnout?” The spot concludes with, “The 485-horsepower Scat Pack Challenger and Charger. Foot down since 1914.”

“Morse Code” has the brothers in a 2015 Charger, using the headlights to spell a Morse code message.

The campaign was created in partnership with Portland, Oregon-based advertising agency Wieden+Kennedy. Dodge launched the initial Dodge Brothers ads in October 2014, 100 years after John and Horace Dodge began the Dodge Brothers Motor Car Company.

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