The Dodge Durango Ultimate SUV Is Back

Shortly after the 2011 Dodge Durango was awarded the Top Safety Pick from the Insurance Institute for Highway safety (IIHS), Chrysler Group launched a new advertising campaign that centers around several 30-second TV spots, the first of which debuted today. Dubbed “Ultimate”, the commercial emphasizes that “The SUV is Back,” just like all the other will do.

“With bold and creative treatments characteristic of the Dodge brand, the new ads prove the point that Durango can go head-to-head with the competition and always come out the winner,”
said Olivier Francois, Lead Executive for Marketing, Chrysler Group LLC.

Ultimate (Towing: Dodge Durango vs. Competition) - In the world of sport and utility, performance is capability. This spot is an actual demonstration of the Durango’s best-in-class towing capability versus a competitive vehicle.

Punch Line (Power/Efficiency) - A fuel economist and a horsepower enthusiast are each touting the features of their new vehicles – one can go up to 500 miles on a single tank of gas and the other has a V-6 engine with best-in-class-towing and power. The
punch line is that both are driving a new 2011 Dodge Durango, with the 3.6-liter Pentastar V-6 engine.

The Bad News (Seven-Passenger Seating) - Showcasing Durango’s roomy seven-passenger seating, the spot opens with seven race car drivers running toward the all-new Dodge Durango as the announcer says, “The good news is the new Dodge Durango is a performance SUV that can comfortably seat seven professional drivers. The bad news is, only one of those seven is in the driver’s seat.”

Rhymes With (Luxurious Interior) - This spot draws a comparison to a particular high-performance vehicle with a comparable lavish leather interior. (It rhymes with Merrari.)

Responsibility (Towing) - Demonstrating what it means to have best-in-class towing capacity and the ability to tow 7,400 pounds of power, in “Responsibility,” the Durango all at once tows a dirt bike, ATV, motorcycle, boat, jet ski and, even, a competitive SUV. “They say with great power comes great responsibility…The SUV is back.”

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