Adrien Brody directs new 'Dodge Brothers' ads
Dodge is expanding its "Dodge Brothers" ad campaign to include four new TV ads directed by Academy Award-winning actor Adrien Brody.
The second chapter of the campaign, which originally launched in October 2014, continues mixing "the legend of the Dodge brothers" from a century ago with vehicles from Dodge's current lineup — from John and Horace Dodge riding into a pristine country club bumping loud music in a Dodge Durango to using the headlights of a Dodge Charger Scat Pack edition for Morse code. It imagines the brothers' lives and how their spirit of competition and innovation continue in the brand's current vehicles.
"Today's Dodge vehicles have the same passion for performance as John and Horace Dodge established in the first vehicles they crafted more than one hundred years ago," said global Fiat Chrysler Automobile Chief Marketing Officer Olivier Francois in a statement.
Francois said the initial "Dodge Brothers" campaign was so successful that the company expanded the campaign to include the 2015 Dodge Dart, Durango, and Charger and Challenger Scat Packs.
The television ads will run on network and cable broadcast channels in primetime and entertainment programming as well as sports programming, including NASCAR and Major League Baseball.
Two spots — "Discovery" and "Drive By" — started airing Tuesday. The others — "Morse Code" and "First Dodge" — will begin this weekend. The new ads expand the "Dodge Brothers" campaign to include seven TV spots.
The campaign is the first from Fiat Chrysler to be directed by Brody, known for "The Pianist." It was created in partnership with Portland, Oregon-based independent advertising agency, Wieden+Kennedy.