And Now for Something Completely 'Different'

DaimlerChrysler’s Dodge division will launch a new tagline from BBDO this fall in a massive campaign featuring 60 TV spots.
The new line–“Dodge. Different,” with the two words separated by the Ram’s head emblem–breaks on billboards this week, followed by TV and print on Sept. 7. The old line, “The new Dodge,” is 7 years old.
Dodge division vice president Jim Julow declined to reveal spending for the campaign, but Dodge spent $600 million in 1998 and $140 million through March of this year.
The automaker’s minority shops, Don Coleman in Southfield, Mich.,