New ‘Brotherhood’ ad campaign featuring real Dodge owners

Dodge continues to step up its efforts to refine its brand as the most extreme mainstream brand of any automaker committed to American consumers who love good old-fashioned under-the-hood power and gravel-scraping cornering performance. This is the determined way forward for a Stellantis muscle car franchise that is still making its way in a world that is running away from internal combustion engines faster than anyone imagined a few years ago.

Led by the introduction of a plug-in hybrid small SUV that revives the Hornet nameplate this year, and followed by models that replace the current gas-powered Challenger and Charger by 2024, Dodge is finally falling in line with the rest of the industry and bow to the electric vehicle mandate that is inexorably taking over the planet.

But Dodge, its gas-crazed fans and its great-powered combustion engine vehicles are out the door screaming. This is underscored by a brand’s just-launched new marketing campaign featuring video footage of real Dodge owners and enthusiasts doing what they do best: putting rubber in their Challengers and Chargers, including Challenger Hellcats that deliver over 800 horsepower.

“These people love the brand, and we love the brotherhood of muscle that goes deep,” John Millar, head of Dodge Advertising, told me. “They are incredibly loyal – not just fans, not just customers, but they are part of this brotherhood. They live and breathe Dodge and embody what Dodge is all about and what it stands for.”

Indeed, the owners portrayed in the campaign are clearly willing to go to great lengths to capture themselves and their friends doing their thing in all sorts of Dodges, some of them cheated. All these pictures are real [owners] from their phones or other things they have set up, like GoPros,” Millar said. “We didn’t go out and shoot any of it. They use suction cups and long arms, stick them to windows or attach them to the outside of the vehicle.”

The national multimedia campaign launched this week across TV, digital and the Dodge brand social media channels. Dodge is trying to increase the impact of the campaign by allowing people to post videos of their cars for sharing on social media channels. The campaign is called ‘The Real Brotherhood of Muscle’.

It culminates in a summer when Dodge encouraged “the brotherhood” to repost and share their favorite content on their social media channels using the hashtag #That’sMyDodge and #ad, and Dodge chose the best. The filters for selection included only content “that demonstrated legal, safe driving practices and discouraged owners from filming or posting anything dangerous, hazardous, illegal or detrimental to the Dodge brand,” the company said in a press release.

“Dodge set out to create content that shows off the unique culture of American muscle enthusiasts,” the company said, including “where owners show off not only their vehicles and modifications, but how they care for their Hemi bikes, Hellcats and [other accessories]how they use them and even where they park their ride.”

The new ad campaign follows a wave of recent marketing efforts from Dodge, which also included the creation of a curated list and interactive map of events, roadhouses, restaurants, rest stops, races, drag strips, iconic and scenic rides, lodging, sporting events and other member events. of the Brotherhood of Muscle, who are clearly more bonded than owners of most car brands.

Dodge also held a driving competition and based on those results and other criteria, selected a “chef donut maker” for the brand early this year, an owner named Preston Patterson, who performed on behalf of Dodge and its vehicles across the country.

“If another brand is considering something, we don’t do it right away,” Miller said. “We’re really going our separate ways.”


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