On Tuesday, Chrysler Group, LLC reported that sales of the new 2013 Dodge Dart jumped nearly 300 percent in August over its launch in July. It plans to keep that number growing as it kicks off the second phase of its ad campaign during tonight’s season opener NFL game between the New York Giants and the Dallas Cowboys.
The newest ad is a 30-second “How To Make The Most High-Tech Car” spot that was preceded by the 90-second spot “How To Change Cars Forever” that debuted in July. It featured a cameo at the end by New England Patriots quarterback Tom Brady and you can expect to see his winning smile in the new spot, too.
You wouldn’t necessarily think football and compact sedans like the Dodge Dart go together, but apparently Chrysler has a different point of view. They will be airing the new spot during professional and college games throughout the Fall, as well as during the MLB playoffs.
The tone of these ads is actually a pretty good fit for sports fan audiences. They’re humorous, poking fun at the design process and even the whole idea of a celebrity endorsement as the ever photogenic Tom Brady acts surprised that they’ve picked him as their man.
The new ad also features a time machine and a guy from the future who designs the Dodge Dart’s snazzy dashboard display. No, really, I am not making that up. These are not boring commercials with the typical scenes of cars taking sharp turns with the sun shining and the breeze blowing through some model’s hair.
In fact, the Dodge Dart only gets a few seconds of real screen time. What you do get is 30 seconds of fun and probably a double-take as you try to figure out exactly it was that you just watched. Get ready for some football, cars, time machines and fun.
