Remember back when you were young and your little brother (or sister, as the case may be) got far too much enjoyment in taunting you with the “I’m not touching you!” game? Some things really never change, as evidenced in the antics of the characters in the new Don’t touch my Dart advertising campaign launching this week from Dodge.
“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,” said Olivier Francois, Chief Marketing Officer, Chrysler Group LLC. “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 [Robinson] and Jake [Johnson] deliver that while maintaining the essence of the Dodge brand spirit, character and full-of-life attitude.”
In the debut spot, Garage Door – Mmmm, Craig Robinson (you may recognize him from The Office) is proudly polishing his shiny, new, red Dodge Dart in his garage. A visit from friend and neighbor, Jake Johnson (Let’s Be Cops), proves to be a battle of wills when Jake tries to get a little too close for Craig’s comfort.
The comic adventures of Jake’s attempts to touch Craig’s Dart continue in episodes two and three when Jake tries to “help” get the first scratch out of the way and then taunts Craig by “voice-touching” his new Dart.
Kicking off this week with 30-second spots on CBS and ABC and next week on NBC, you can get a sneak peak of all three right now at www.Don’tTouchMyDart.com.
It’s really no wonder these two guys go back and forth like they do. I can understand both sides. Who wouldn’t want to get their hands on a new Dodge Dart? And what new owner wouldn’t be overprotective? After all, the Dart is a sharp looking, fun-to-drive, agile vehicle offering small-car buyers a variety of options from which to choose, all at a starting MSRP of $16,495 (plus $995 destination charge).
Talk to your Dodge dealer about lease offers available through Chrysler Capital or complete our short, online financing application from the comfort your own home!