At first notice, the new ad campaign for the 2014 Dodge Dart seems to have a rather interesting setup, involving one guy who really really wants to touch his neighbor's "Dart"—not that there's anything wrong with that, of course.
However, in this case, the one neighbor happens to be overly protective of his new 2014 Dodge Dart, and while he's okay with his friend admiring it from a distance, he also has a strict "hands off" policy. A back-and-forth battle between the two then ensues, as the "toucher" spends nearly two dozen ad spots going to increasingly wacky lengths to make physical contact with his friend's 2014 Dodge Dart. All of which get a "Don't touch my Dart" response from the owner.
Actors/comedians Craig Robinson and Jake Johnson star as the driver of the new 2015 Dodge Dart and his neighbor, respectively, and the spots are being show now on national television broadcasts, on the Dodge YouTube channel, and, thanks to an exclusive partnership, on the CollegeHumor.com website.
As Olivier Francois, chief marketing officer for Chrysler Group LLC points out: “For the youthful mindset that is our Dart target, we will share fun and engaging stories about a highly protective Dart owner and the untouchable status of his prized possession, his beautiful new Dart. Throughout each chapter in the story the audience will learn about Dart's key product advantages and innovative features. At the end of the day our objective is to educate, drive awareness and ultimately support sales. Craig and Jake deliver that while maintaining the essence of the Dodge brand spirit, character and full-of-life attitude."
As for the 2014 Dodge Dart itself, the Italian-influenced compact has been on a strong sales run over the past three months, scoring major gains in volume while also receiving a Total Quality Award from Strategic Vision in June, along with a segment trophy in the J.D. Power Automotive Performance, Execution and Layout study in July.