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Why Advertise During the Super Bowl?

by Scott Anderson

February 8, 2010 6:38 AM

Why is the Dodge Brand advertising the 2010 Dodge Charger R/T during the Super Bowl?

It’s a fair question. Here are a few stats to consider:

1. The network airing Sunday’s game expects 100 million people will tune in to see the Indianapolis Colts and the New Orleans Saints square off in Miami for Super Bowl XLIV.

2. The last two Super Bowl games were the most watched in NFL history, with 55 percent male viewership and 45 percent female viewership.

It’s the first time since 2004 that Chrysler Group has advertised during the Super Bowl. And as Ralph Gilles, President and Chief Executive Officer – Dodge Car Brand, Chrysler Group LLC explains in the above video, the new spot “Man’s Last Stand,” also marks the beginning of a new campaign to bring the Dodge Car Brand, as well as the Dodge Charger/RT, to a new audience. Chances are better than average this audience will be sitting down to the gridiron’s biggest game.

Comments [12]

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12 Comments

Rhonda Feb 8, 2010, 2:11 PM

Man's Last Stand?? Really? More like his last hurrah! In regards to the Dodge Charger commerical aired during the Superbowl: This is what I have to say: Here are a bunch of depressed looking men who feel outrageously oppressed by their jobs (since they are corporate slaves to the capitalist machine that creates this type of commercial), their wives (the eternally resented 'mother' figure), and their lives in general...but oh, goody, Dodge Charger will be their last hurrah! All it takes is owning this one car to escape the HELL that is your life.

Not only are the marketing geniuses at Dodge privy to this weakened state of mind, but they have no problem exploiting this vulnerability by knowing exactly which buttons to push on the defeated souls of American men in order to sell a car.

Men who are slaves in cubicles the majority of their lives & look forward to a few lousy weeks of so-called freedom per year if they're lucky.... Or divorced men who aren't allowed to see their beloved children even when 25%, or more, of their salary goes to support a family they no longer have. Men who will never have the financial security or freedom to have all they dreamed of in life as little boys ...and let me tell you, it didn't include a Dodge Charger.

fargo59 Feb 8, 2010, 4:31 PM

i laughed at the commercial, it was well put for the audience it was aiming at. the superbowl is essentially a stadium of people watching an agressive sport. perfect for a muscle car. my father and several friends laughed along with it. could it have been seen as offensive? sure, but its a tounge in cheek joke at life. i am a charger owner, and as rhonda put it, "owning one allows me to escape the hell that is my life." i do drive for the sake of driving, and enjoy it. does that make me someone with a pathetic life who bought my car to justify such a boring life? not a freakin chance. ITS A JOKE! point in hand, the car is an agressive car that is also a sedan. that means its aimed at people who either want a muscle car, but have "life" they need to work with, or people who want a sedan but need excitement. what a great place to advertise to these people. even better was the quickly released follow up "we make getaway cars" commercial. i look forward to seeing how this campaign progresses.

chrysler1 Feb 8, 2010, 8:14 PM

I tought the commercial was funny & well thought out! I just wish there was more of the product shown! But other than that, a good whitty commercial that will sell more Chargers!

backstabbed Feb 8, 2010, 8:14 PM

Unfortunatley fargo Chrysler is seeing to it that Hell isn't finished with you yet try and get your car serviced under warranty in new jersey , all thats left are scumbag mega dealers that are always trying to soak you at the service counter .Selling unneeded services that continue to alienate you towards this backward company .

chrysler1 Feb 9, 2010, 7:30 AM

So there it is...Backstabbed is one of the employees from a closed dealership. No doubt that Chrysler closed your dealership because you were lacking sales (probably cause you didn't take proper care of your customers) or you were selling a competing brand (you deserve to be cut) or you wouldn't take in Jeep or Dodge like Chrysler has been urging dealers to do since 2001 (project genesis). Backstabbed then wonders why his dealership was closed by Chrysler...beacuse YOU deserved it! Now stop crying & take responsibility for your actions that caused the termination of your dealership!

fargo59 Feb 9, 2010, 7:30 AM

actually im a chrysler tech. perhaps you need to visit another dealership if you are unhappy with your service. after all, it is your money. hopefully we can get back on topic here. marketing.

bobby68 Feb 9, 2010, 7:30 AM

great commercial you should do one like this for hemi ram!!! people if you cant take a joke you are the problem not the commercial go dodge!!!!!!!!!

backstabbed Feb 9, 2010, 8:55 PM

No ,lets just say I see the injustice in all this as a loyal chrysler owner and i don't buy into the corporate line nonperforming dealer many of these dealers performed for decades. Chrysler 1 your either corporate or very naive,

aries02 Feb 10, 2010, 10:04 AM

Backstabbed -can't get your car service under warranty in new jersy?-very vague comment-what was the issue?-the unneeded services??-possible required maintenance?? please clarify.

WALTERP Feb 10, 2010, 4:25 PM

I think Miss Rhonda has more issues to deal with than the men from the commercial she speaks of. Wonder what she drives? I think the commercial was just the attention Dodge needed, now they just need to do one in a similar vein for the ladies that drive the Caravans!

backstabbed Feb 10, 2010, 9:08 PM

aries02 - 07 dakota needed waterpump 3week wait , need truck , tried another dealer 2 weeks , went back to hometown terminated dealer and paid cash.

aries02 Feb 12, 2010, 11:20 AM

backstabbed-I sympathise with you on that one-no way it should take that long to get you in to do work-I am a service manager from a dealership in Ontario Canada-I suggest you contact customer relations and explain situation-they may suggest you send in copy of invioce for consideration of reinbursement-since it was a item covered under warranty.