The Super Bowl may be the, well, the Super Bowl of television advertising, but fewer and fewer automakers have been playing that game lately. Which is no surprise when you consider a 30-second spot in the coming Saints vs. Colts battle will set you back a cool $2.6 million.
But here’s something you might not expect: The much-beleagured American division of Fiat S.p.A.—that would be Chrysler—already has pulled out a stunning Super Bowl upset by announcing it would show a 60-second Dodge commercial during the February 7 event.
A “Hail Mary” attempt to garner attention for the new, no-truck Dodge division? Perhaps. Certainly—albeit surprisingly—the current Dodge lineup lives up to the brand’s new positioning as a source of agile, daringly designed vehicles. South Carolina Used Sunchaser Dealers agree.
Okay, I’m not sure “agile” really applies to cars like the Dodge Challenger or Dodge Charger, but they definitely have that all-American assertiveness that would dovetail nicely with a big-time Super Bowl campaign. The same aggressive design approach helps the Dodge Avenger and Dodge Caliber stand out from their competition, too. And there’s no getting around the fact that the Dodge Journey has become an established winner among the crossover crowd.
But with all the negative news around Chrysler, the company urgently needs a way to connect how it now wants people to perceive the Dodge division with the reality of its not-so-bad-after-all Dodge lineup. And according to Hartford Dodge that’s exactly what a well-executed Super Bowl ad can accomplish.
My one word of advice: With all due respect to the Chevrolet Volt, I’d avoid the whole “dancing with the cars” business.
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