If you’re a car enthusiast, you know the deep-seated anxiety that comes with somebody standing a bit too close to your ride. You just waxed it. Tended to its curves and lines with a dual-action polisher. Clay barred every last shimmering panel. Comedian Craig Robinson wrestles with this conundrum in a new ad campaign for the 2014 Dodge Dart, as he strives to keep fellow funny-man Jake Johnson from laying a hand on his precious wheels.
Robinson fends off Johnson in various short clips, protecting his beloved 2014 Dodge Dart from key scratches, a birdhouse full of well-fed birds, and even from Johnson’s voice speaking through the Dart’s Bluetooth-equipped Uconnect infotainment system. Other videos in the series feature Robinson serenading Johnson about affordable leasing options for the 2014 Dodge Dart, and Robinson even slapping his own hand as he reaches out to caress the Dart’s sheetmetal.
For the 2014 Dodge Dart, the automaker is clearly trying to repeat the viral-video success it had during last year’s Ron Burgundy-themed campaign for the Dodge Durango. Sales of the Dart have been inconsistent month to month, and Dodge is hoping it can give the compact sedan some celebrity appeal to help it stand out in a competitive market. Aside from the new Blacktop package, the biggest change to the 2014 Dodge Dart is that the 2.4-liter “Tigershark” four-cylinder engine becomes standard on SXT models. The engine is paired with a six-speed manual or six-speed automatic gearbox, replacing the finicky and clunky combination of the outgoing 1.4-liter turbocharged four-cylinder and dual-clutch transmission — which is now relegated only to the Aero trim.
Dodge isn’t focusing all of its marketing energies on the 2014 Dodge Dart, however. Hitting the internet and TV this week is a new spot for the 2014 Dodge Charger, which calls out the Volkswagen Passat. “Here it is,” narrates a deep voice is one ad, “the 470-hp, Hemi V-8, butt-kicking, Mötley Crüe blasting, Volkswagen Passat…nah just kidding. It’s a Charger.” Another clip claims that, “No one ever sits in their brand new, 470-hp, Dodge Charger and thinks, ‘Oh man, I wish I would have gotten that Passat.’”
The new Charger marketing efforts will look to help sell off the remaining inventory of the outgoing 2014 Dodge Charger shown in the clip, before the restyled 2015 Dodge Charger goes on sale this fall.