Dodge minivan ads set to improve sales by avoiding cliches

Article by Christian Andrei, on August 26, 2010

The latest set of new commercials for the Dodge Grand Caravan that show spoofs of spy movies was created by new agency, Wieden+ Kennedy. This Portland, Ore.-based agency is best known for Nike commercials.

The spots aim to throw out cliche of moms driving their minivans to bring their kids to and from school. Instead, these edgy commercials are part of Dodge's campaign to reposition itself as a youthful, sporty brand.

This new strategy follows Chrysler CEO Sergio Marchionne's decision to separate the brand from the Ram truck brand. The spots display Grand Caravans filled with restless adults conducting some unspecified but risky activities to thrilling music.

The characters in the commercials carry out missions that would require them to watch Sirius Backseat TV and use their laptops, connected to the Internet via the Grand Caravan's mobile hot spot. In the "Kittens" commercial, the minivan pulls into an alley.

As the Grand Caravan stops, the female driver asks her male passengers: "All right, kittens, suit up." They put on their cat masks, go out and walk off clutching briefcases. The voice of TV actor Michael C. Hall intones: "It has everything, so you can do anything.".

Topics: dodge, minivan, sales

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