When the 2012 Major League Baseball All-Star Game airs Tuesday, July 10, it will share the spotlight with a commercial for the 2013 Dodge Dart. The 90-second spot “How to Change Cars Forever” will debut during the All-Star Game telecast on the Fox network. According to the Dodge brain trust, the 2013 Dart introduce “New Rules” that will change how automakers create compact cars.
Dodge Dart is hot for summer
Dodge is looking to grab the eyeballs of a wide audience with the instructional TV spot “How to Change Cars Forever,” a showing that will hype the 2013 model Dart this summer, before the marketing machine hits high gear in the fall. The television commercial shines an irreverent spotlight on how to make a world-class vehicle in today’s competitive market, and it exposes in miniature Dodge’s approach to brand promotion and engineering process for compact vehicles. The 2013 Dodge Dart is a highly anticipated entry into the compact car market.
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New Rules in 90-, 60- and 30-second bites
The 2013 Dart TV spot, which introduces the tag-line “New Rules,” will come in three different formats ranging in length from the full 90-second spot down to a standard 30-second commercial length. In addition to television, the 2013 Dodge Dart commercial will run before previews at movie theaters nationwide. By September, the cable and network TV spots will be joined by a full run of print and digital advertising in a wide variety of outlets.
“Adding a dose of fun, creative license and Dodge brand humor, ‘How to Change Cars Forever’ captures the meticulous process of starting with a simple idea and developing it into a revolutionary new car, including the angst and pressure of a blank page, trials and errors of the early stages, and molding, shaping and testing the Dodge Dart until it was right,” said Olivier Francois, Chrysler Group LLC’s lead marketing executive. “We wanted to provide a peek inside what it takes to bring a new car to fruition.”
2013 Dodge Dart DNA
Dodge’s marketing team describes the 2013 Dodge Dart as a compact with the “DNA of Alfa Romeo, (infused) with Dodge passion and design.” The result is “agile, fun-to-drive,” stylish and roomy. The U.S. MSRP of $15,995 makes the new Dart very affordable, considering all that it offers, including a turbocharged 1.4-liter engine, great handling, touchscreen infotainment system and 10 standard airbags.
“With the all-new Dodge Dart, we started with a clean slate and the single vision of bringing a world-class vehicle to market that offers features and benefits never before found in a compact car,” said Reid Bigland, Dodge brand president and CEO. “Designed and engineered without compromise, the all-new Dart starts with a world-class architecture and DNA of Alfa Romeo combined with class-leading levels of safety, technology, roominess and customization. The end result isn’t just a new compact car, but a groundbreaking vehicle that deserves an equally impactful marketing campaign.”
Dodge Dart: How to Change Cars Forever