Three new TV spots continue on the Auburn Hills-based automaker's fast-paced ''How to'' ad campaign that started with the ''How to Change Cars Forever,'' followed by the ''How to Make the Most Hi-tech Car.''
AUBURN HILLS, MI- Chrysler Group LLC is stepping up its advertising campaign for the 2013 Dodge Dart in a humorous way.
Three new TV spots continue on the Auburn Hills-based automaker’s fast-paced “How to” ad campaign that started with the "How to Change Cars Forever," followed by the ''How to Make the Most Hi-tech Car.''
The new 30-second spots, which started airing Thursday, feature everything from a Godzilla-type monster destroying a city to robots kissing.
"The goal of the Dodge Dart launch campaign is to entertain and grab the viewer's attention by providing a tongue-in-cheek insight into the vehicle's development,” said Head of Dodge Advertising Jason Russ in a statement. “At Dodge, we use humor as the way to cut through the clutter with the hope that people will want to watch the ads more than once, taking away something unique and memorable each time.”
The ads, which will appear in a mix of programming, including professional and college sports, continue using the “New Rules” tagline. They were created by the Portland, Ore.-based advertising agency Wieden+Kennedy which has created a host of ads for Chrysler, including the critically-acclaimed “Born on Fire” and “It's Halftime in America” Super Bowl spots.
The Dart is set to be available in five trim levels that start from about $16,000 to more than $22,500.
Since its slow launch in June, Chrysler has sold nearly 15,000 of the compact sedans in the U.S., including 5,455 in October.
The average time on dealer lots for the Dart -- the first compact sedan from Chrysler since the Neon in 2005 -- is 17 days, according to Chrysler.
Check out the new ads for yourself. Any favorite?
The latest Dodge Dart spot features Travis Pastrana, the 28-year-old Dodge Dart Global RallyCross driver. He puts the Dart through an obstacle course of turns, slides and drifts. "How to Test Your Car for Fun:"
In "How to Make a Great Car Interior," Dodge designers use a high-powered flamethrower to "throw out" everything they've ever known about old car interiors:
In "How to Make a Car for an UNsafe World," Dodge engineers imagine the worst case driving scenarios, including a Godzilla-type monster, when deciding what safety features to include in the Dart:
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