Dodge is going back to its roots again in a new round of Dodge Brothers commercials, which launch this week.
The four ads, which highlight the 2015 Dart and Durango and the Scat Pack trims of the Challenger and Charger, were directed by Oscar-winning actor Adrien Brody.
The spots, produced by agency Wieden+Kennedy, will air on network and cable broadcast channels during prime-time sports and entertainment programming such as NASCAR races, Major League Baseball and “Undercover Boss.” The spots also include social media components on Facebook, Instagram and Twitter that fans can follow with the #DodgeBrothers hashtag.
The initial set of Dodge Brothers ads began airing in October.
“Today’s Dodge vehicles have the same passion for performance as John and Horace Dodge established in the first vehicles they crafted more than one hundred years ago,” Olivier Francois, chief marketing officer of Fiat Chrysler Automobiles, said in a statement. “The initial ‘Dodge Brothers’ campaign we ran last year as a celebration of Dodge’s centennial was so successful that the brothers are now back in this cinematic ‘season two.’”
The 60-second “First Dodge” ad shows that the competitive spirit of John and Horace Dodge developed early on. The brothers see a kid with a bike and decide to top it by concocting a bike of their own, the first vehicle they ever built.
The other three ads are 30 seconds apiece:
In “Drive By,” John and Horace ruffle feathers at a turn-of-the-century country club as they pull up in a Durango while blasting the BeatsAudio system. The song is titled “No Flex Zone,” which is performed by hip-hop duo Rae Sremmurd.
“Discovery,” which features the Scat Pack Charger and Challenger, illustrates how hard it is to make a Dodge commercial without doing a burnout.
The brothers lob a playful shot at non-Dodge owners in “Morse Code.” While sitting in a Charger, the brothers send a message by flashing the lights.
The “Morse Code” YouTube video is accompanied by a code in its description that some believe is the actual message from the video, but that’s incorrect.
An FCA spokeswoman confirmed to Automotive News today that the Dodge Brothers are actually saying, “I'd rather walk than drive your car.”