Of all of Chrysler Group’s branding conundrums, the de-Ram-ified Dodge brand has got to be one of the toughest ones. Without the truck-based image or styling, Dodge is a brand without a purpose, and Dodge CEO Ralph Gilles brought little to his brand presentation at Chrysler Group’s five-year plan that would help explain what Dodge is or why consumers should choose it. Other than more refined youthfulness and less rugged wisdom. Or something. Anyway, if Dodge is really to be “all things to all hip people” as the Autoextremist succinctly puts it, they sure picked the right ad agency. Wieden + Kennedy does hip like few others, having started with Nike’s “Just Do It” and taken off from there. As the ad above, and several other Honda spots prove, the guys knows how to bring some youthful enthusiasm to the otherwise staid, desperate world of car advertising. And goodness knows recent Chrysler Group advertising needs the help.
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