What would happen if you took one of the best characters from The Office and moved him next door to the undisputed best character from New Girl? This ad campaign. That's what would happen.
Craig Robinson, who rose to fame as mild-mannered and multitalented Darryl Philbin on The Office, is the proud owner of a new Dodge Dart in this new campaign from Wieden + Kennedy. Bedeviling him at every turn is Jake Johnson, aka Nick from New Girl.
The two are such a naturally antagonistic couple, it's surprising they haven't teamed up before. And director Jody Hill of Eastbound & Down was a strong pick to bring their comedy styles together. Their schtick ranges from mild annoyance to full-on physical violence (though slapping someone who threatens to key your car is considered justified self-defense in 38 states).
For now, viewers who take the time to visit the campaign's site, DontTouchMyDart.com, may be disappointed, as it just redirects to the Dodge YouTube channel. But W+K says it will soon "transform into an interactive YouTube experience where people will find out firsthand what happens when they try to touch Craig Robinson's brand new Dodge Dart."
I'm guessing he … won't like it.
Check out the campaign's first few spots below, followed by credits.
Agency: Wieden + Kennedy, Portland, Ore.
Creative Directors: Aaron Allen, Kevin Jones, Michael Tabtabai
Copywriter: Tim Cairns
Art Director: James Moslander
Producer: Melanie Fedunok
Interactive, Social Strategy: Sarah Biedak
Strategic Planning: Amber Higgins, Nathan Goldberg
Media, Communications Planning: Alex Barwick, Kelsey Bozanich
Account Team: Lani Reichenbach, Cheryl Markley, Stephanie Montoya
Business Affairs: Anna Beth Nagel
Project Management: Stacy Grogan
Executive Creative Directors: Joe Staples, Susan Hoffman
Head of Production: Ben Grylewicz
Production Company: Caviar
Director: Jody Hill
Executive Producers: Luke Ricci, Michael Sagol
Line Producer: B.P. Cooper
Director of Photography: Mark Williams
Editing Company: Arcade
Editors: Geoff Hounsell, Will Hasell
Postproduction Producer: Cristina Matracia
Post Executive Producers: Damian Stevens, Nicole Visram
Visual Effects Company: Timber
Flame Artist: Chris Decristo
Visual Effects Producer: Emily Avoujageli
Titles, Graphics: W+K Studio
Composer: Craig Robinson
Mix Company: Eleven
Mixer: Jeff Payne
Music Producer: Dawn Redman