2014-'15 Dodge Dart Ad Campaign Has Comic Twist | Edmunds.com
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2014-'15 Dodge Dart Ad Campaign Has Comic Twist


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Just the Facts:
  • Comedians and actors Craig Robinson and Jake Johnson star in a new ad campaign for the 2014-'15 Dodge Dart.
  • The "Don't Touch My Dart" ads began appearing this week on popular television shows and online.
  • A Chrysler spokeswoman told Edmunds that the 2015 Dodge Dart will begin arriving at dealerships soon and that pricing has not yet been announced.

AUBURN HILLS, Michigan — A new ad campaign for the 2014-'15 Dodge Dart stars comedians and actors Craig Robinson and Jake Johnson.

The humorous series of nearly two-dozen spots in the "Don't Touch My Dart" campaign range from five-second "TV billboards" to 30-second commercials. The first of them began airing this week on popular shows like Under the Dome, NY Med and America's Got Talent, as well as online at YouTube

In the coming weeks, additional spots will roll out on various broadcast and cable television stations. Dodge says it's also partnering with CollegeHumor.com for exclusive airing of several more ads that are "suitable for a more mature audience."

Robinson, best known for Hot Tub Time Machine and The Office, and Johnson, one of the stars of New Girl and the just-released Let's Be Cops, are teamed together for the first time in the Dart campaign.

The gist of the ads is that Robinson has bought a new 2014 Dodge Dart, and he's being a bit overprotective of it. As his "best-friend-slash-neighbor," Johnson, relentlessly tries to get close to the gleaming red beauty, Robinson goes to varying lengths to parry his moves.

With less-gifted actors the material could become repetitive, but these two comedic talents do a good job of making the commercials fresh, fun and funny, while also showing the Dart to its best advantage.

"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, Chrysler chief marketing officer in a statement. "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."

The 2014 Dart SE FWD is available now at Dodge dealers, with a starting price of $16,985, including $995 destination fee.

A Chrysler spokeswoman told Edmunds that the 2015 Dodge Dart will be arriving at dealerships some time in the third quarter of this year and that pricing on the 2015 models has not yet been announced.

Edmunds says: Funny guys and clever commercials certainly can't hurt sales.

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