AGENCY
GSD&M
CLIENTS
Dodge
INDUSTRY
EV Automotive
SERVICES
Art Direction
Campaign Development
CGI Production
Voice Talent Casting
FINALLY… AN ELECTRIC VEHICLE
THAT MAKES SOME NOISE
BACKGROUND
Dodge’s plan to go fully electric by 2035 had the Brotherhood of Muscle, Dodge’s loudest, most loyal, gas-chugging fans—against the rails.
Some questioned if an electric vehicle could match Dodge’s legacy of performance while others flat-out refused to drive anything that didn’t look, sound, or feel like an actual muscle car.
OPPORTUNITY
To win over the BOM we would not only need a head-turning, Big-Dodge-Energy-fueled video that could spark interest in the world’s first EV muscle car – but we needed to build a platform for the future of all Dodge’s electric vehicles.
BIG IDEA
We made a manifesto declaring our unwavering commitment to defying expectations as well as electric capabilities.
In an epically badass but playful ad that only Dodge could pull-off we parodied our competitor’s predictably boring ads and then threw the middle finger to convention with a next-gen showcase in performance.
13%
increase in 2024 end of the year Charger sales.
10%
of all Dodge sales were from the pre-release of Charger EVs
718 m.
Total TV impressions across local and national.
3 new
Stellantis accounts won including Chrysler, Alfa Romeo & Fiat.
RESULTS
Within hours of the video’s release the Brotherhood and Diesel Daddies ingnited on social media and had everyone talking about the EVs next-gen performance.
RESULTS
Dodge's parent company (Stellantis) was so impressed they handed us the keys to their Chrysler, Alfa Romeo, and Fiat accounts as we passed the following metrics.
RESULTS
Within hours of the video’s release the Brotherhood and Diesel Daddies ingnited on social media and had everyone talking about the EVs next-gen performance.
This is like going vegan but still having cheat days.
@MR.POTATOHEAD_ATL
Dodge looking at EVs and telling their friends hold my beer🍻
@DAYTONADOUG386
Dodge playing both sides of the culture wars. And it somehow works? They needed this campaign.
@USER NAME
Hold up I just gotta charge my muscle car 🔌
@MR.POTATOHEAD_ATL
I’ve never seen a Tesla do a burnout the Daytona is dope
@EVOLUTIONIST269
The IT department funna get a bonus for that V8 sound
@DAYTONADOUG386
This is like going vegan but still having cheat days.
@MR.POTATOHEAD_ATL
Saving the world from ugly ass evs
@DAYTONADOUG386
Cool commercial! Regardless what side of the fence you're on, this is just a great commercial!
@LANARHOADESFAN990
-
It’s got that Big Diesel Energy!
@GRIDRUNNER_6869
-
I’ve never seen a Tesla do a burnout the Daytona is dope
@REV_OLUTIONIST269
-
This is like going vegan but still having cheat days
@MR.POTATOHEAD_ATL
-
Saving the world from ugly ass evs
@DAYTONADOUG386
-
Cool commercial! Regardless what side of the fence you're on, this is just a great commercial!
@LANARHOADESFAN990
-
Dodge looking at EVs and telling their friends hold my beer🍻
TBD
-
The IT department funna get a bonus for that V8 sound
TBD
-
Dodge playing both sides of the culture wars. And it somehow works? They needed this campaign.
TBD
-
Hold up I just gotta charge my muscle car 🔌
TBD
SO WHAT’S NEXT?
Looking for even more high-octane thrills checkout our latest automotive work featuring Chevrolet and Nissan.
