The fact that the Dodge Dart compact needs a kick in the pants is already a fact. And, for a change, it seems that Chrysler is finally aware of that. So what do you do to attract more attention to sell a product? You grab a music superstar, an actor or anything related to the industry and you shoot a commercial for nationwide distribution.
That’s exactly what Chrysler did for the Dodge Dart, the compact that gained new ads that targets “multicultural millennial” and stars “global music sensation” Pitbull. Named “How to Change Cars Forever” and “How to Break Through and Succeed”, the new commercials feature Pitbull’s “Drop 2 the Bottom” song and reflect the company’s new focus on multicultural population segments.
“Like the original, the new multicultural ‘How to Change Cars Forever’ spot uses the same dose of fun, creative license and Dodge brand humor to capture the meticulous process of starting with a simple idea and developing it into a revolutionary new car,” said Olivier Francois, Chief Marketing Officer, Chrysler Group LLC. “Pitbull is a great fit for the Dodge Dart as both are hip, innovative, and relevant to millennials, yet also have cross-over appeal.”
The “How to Change Cars Forever” ad debuted in June, while the new “How to Break Through and Succeed” commercial is currently airing in Spanish and will launch in English later this week.
Ask Ciprian about cars and he'll reveal an obsession with classics and an annoyance with modern design cues. Read his articles and you'll understand why his ideal SUV is the 1969 Chevrolet K5 Blazer. Full profile
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