Chrysler will begin its U.S. advertising campaign for the Dodge Dart this week with a 90-second commercial debuting during the Major League Baseball All-Star Game.
The ad, titled “How to Change Cars Forever,” follows the storyline of a young car designer conceiving a new product for an unnamed auto maker, presumably Chrysler.
The idea is taken through the motions of a typical product launch not often seen to the car-buying public: Design, approval from top executives, pricing points, critical reviews and a marketing campaign for the product also is hashed out.
“We wanted to provide a peek inside what it takes to bring a new car to fruition,” Olivier Francois, lead executive-marketing, says in a statement.
The ad was conceived by Wieden + Kennedy, the Portland, OR, agency that also created the “Imported From Detroit” campaign for the Chrysler 200.
Tom Brady, quarterback for the New England Patriots, is the Dart’s spokesman and appears in the new commercial. The ad uses “No Church in the Wild” from rappers Jay-Z and Kanye West and R&B singer Frank Ocean.
It marks the second time in recent months Chrysler has used a song from Jay-Z in advertising, having borrowed his “Heart of the City” song for its Chrysler 300 commercials.
Chrysler says it has partnered with Viacom for multi-platform advertising through the media company’s MTV, VH1, Spike and Comedy Central properties and is sponsoring MLB events on CBS Sports.
The Dart had its first full sales month in June, delivering 202 units, WardsAuto data shows.