Taking a page out of its own highly successful playbook, Dodge has created a new ad campaign for the Dodge Dart. Similar to last year’s ads for the Dodge Durango starring fictitious news anchor Ron Burgundy the “Don’t Touch My Dart” campaign stars comedic actors Craig Robinson (from “The Office”) and Jake Johnson (from “Let’s Be Cops”).
Dodge says that it has made “nearly two dozen” videos for the campaign, we’re now getting our look at the first three. Two of the videos (“First Scratch – Too Precious” and “Voice Touching”) debuted last night on CBS, but more are to follow during prime time shows on other networks. Perhaps the funniest of this initial trio is the “Garage Door – Mmmm Mmmm” especially considering its reference to Indiana Jones. Some of the videos even use original music from Robinson, who was known to do some singing and keyboard playing on “The Office.”
Following these spots, Dodge will bolster this campaign with more videos on http://www.donttouchmydart.com/ including some with a unique interactive aspect to the videos that lets users “find out first-hand what happens when they try to touch Craig Robinson's brand new Dodge Dart.” Looking to tap into some of the more adult humor both actors bring to the table, some of the ads suited for a mature audience will even appear CollegeHumor.com.
This new ad campaign for the Dodge Dart was created by the same advertising agency responsible for the Ron Burgundy Dodge Durango ads, Wieden+Kennedy, based out of Portland, OR. Last year, these Will Ferrell-starred videos went viral with a comical yet improvised style, and it looks like the same could be the case with the latest ads. Based on the level of success of those videos, which helped spark increased sales for the updated Durango, Dodge is hoping for some of the same magic with the Dart, which has seen its sales drop off by 11 percent so far this year.
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